What advertising slogan did McDonald's introduce internationally in 2003?

McDonald's introduced the advertising slogan “I'm Lovin' It” internationally in 2003.

The campaign marked a major shift toward a short, globally adaptable brand message. Its English wording was retained in many markets, while local advertising and translations were adapted to fit different languages and cultures. The campaign was accompanied by the familiar “ba da ba ba ba” musical phrase.

The slogan became one of McDonald's most recognizable modern branding elements. It appeared in television commercials, packaging, restaurant materials, digital advertising, and sponsorship campaigns. Justin Timberlake was featured in an early campaign song and promotional material, while the campaign's production involved several creative agencies and musicians.

A common mix-up is treating “I'm Lovin' It” as a slogan from McDonald's early history. It belongs to the 21st-century period, replacing older campaigns such as “You Deserve a Break Today.”