What 2003 advertising slogan became McDonald's global brand message?

“I'm Lovin' It” became McDonald's global advertising slogan in 2003.

The campaign was introduced internationally in 2003 and used the distinctive “ba da ba ba ba” mnemonic in television, radio, packaging, and other marketing. The wording used informal language to sound conversational and youthful rather than formal or corporate.

The slogan followed earlier McDonald's campaigns such as “You Deserve a Break Today” and “You, You're the One.” McDonald's retained “I'm Lovin' It” for many years, making it one of the company's longest-running global brand messages.

The campaign is often discussed alongside Justin Timberlake, who recorded a vocal version associated with the launch, and the German agency Heye & Partner, which developed the original concept. The slogan itself, however, is the concise brand phrase used worldwide.