What 2003 slogan became the title of McDonald's global marketing campaign?

“I'm Lovin' It” became the title of McDonald's global marketing campaign in 2003.

McDonald's introduced the campaign in 2003, making the phrase a major part of its international branding. Its casual first-person wording was designed to connect the restaurant with everyday enjoyment rather than a single product or promotion.

The campaign also used a musical theme associated with the slogan. Justin Timberlake appeared in the campaign's music video, while the advertising identity became closely linked with the “ba da ba ba ba” vocal hook.

The slogan followed earlier McDonald's lines such as “You Deserve a Break Today.” Those older slogans belong to different advertising eras, so they should not be substituted for the 2003 campaign title.