McDonald's launched its global “I'm Lovin' It” campaign in 2003.
The campaign was introduced as a worldwide brand platform and used the English phrase across many markets, often alongside locally adapted advertising. Its short, conversational wording was designed to work in television commercials, music, packaging, restaurants, and other media.
The campaign is frequently discussed alongside the song and recording used in its advertisements, but the slogan and the music are separate parts of the branding program. McDonald's retained the phrase for many years, making it one of the company's most durable modern taglines.
The 2003 launch followed several earlier slogans, including “You Deserve a Break Today” and “We Love to See You Smile.” The date is therefore a useful marker for the beginning of McDonald's contemporary global advertising era.