McDonald’s introduced the “I’m Lovin’ It” slogan internationally in 2003. The campaign marked a major effort to give McDonald’s a single, consistent global advertising message while keeping local executions flexible.
The campaign’s signature sound was the “ba da ba ba ba” mnemonic. McDonald’s associated the launch with a pop-oriented advertising style and released a related song performed by Justin Timberlake. The global rollout helped make the phrase part of McDonald’s modern verbal identity.
People sometimes confuse the slogan’s launch with the song’s release or with earlier McDonald’s taglines such as “You Deserve a Break Today.” The slogan has remained associated with the company far longer than many previous campaigns, although its presentation and advertisements have changed across countries and years.