McDonald's launched the global advertising slogan “I'm Lovin' It” in 2003.
The campaign began internationally in September 2003 and was created as a unified marketing platform for McDonald's markets. Its wording used casual, conversational language and was designed to connect the brand with enjoyment rather than describe a particular menu item.
The campaign is also associated with a musical hook performed by Justin Timberlake. The slogan and audio identity helped McDonald's coordinate advertising across countries while allowing local markets to adapt commercials and imagery.
A frequent mistake is placing the slogan in the 1990s, when McDonald's used earlier campaigns such as “You Deserve a Break Today.” “I'm Lovin' It” belongs to the early 2000s and remains one of the company's longest-running slogans.