What advertising slogan did McDonald’s launch in 2003 and continue using worldwide?

McDonald’s launched the advertising slogan “I’m Lovin’ It” in 2003.

The campaign was introduced internationally and became one of McDonald’s longest-running global brand platforms. Its short, conversational wording was designed to sound like a personal expression rather than a formal corporate promise.

The campaign’s launch included music associated with Justin Timberlake, whose recording helped bring the phrase to a broad audience. McDonald’s adapted the campaign across countries and languages while keeping the English phrase and its distinctive five-note audio signature closely associated with the brand.

“I’m Lovin’ It” is sometimes confused with earlier McDonald’s slogans such as “You Deserve a Break Today,” which was introduced in the 1970s. The 2003 campaign also differed from product-specific promotions because it served as a broad, long-term identity for the whole company.