What advertising slogan became McDonald’s global tagline when it launched in 2003?

“I’m Lovin’ It” became McDonald’s global tagline when the campaign launched in 2003. It replaced a succession of earlier slogans with a short phrase designed to work across languages and markets.

The campaign was developed by the advertising agency Heye & Partner and introduced internationally with music, television advertising, packaging, and in-restaurant promotions. Its wording used a conversational first-person expression rather than describing a specific menu item or service feature. That helped the slogan support many different products and advertising styles.

Justin Timberlake recorded vocals for the campaign’s associated song, while the “ba da ba ba ba” musical phrase became strongly linked with the brand. The slogan is sometimes confused with McDonald’s earlier line “You Deserve a Break Today,” which was especially prominent in the 1970s. “I’m Lovin’ It” is the later global campaign identity.