What global McDonald’s slogan began in 2003 and used a lowercase “i”?

McDonald’s global slogan “I’m Lovin’ It” began in 2003. Its distinctive lowercase styling and informal wording gave the brand a youthful, conversational voice.

The campaign was created for international use, making it one of McDonald’s most important efforts to present a consistent identity across many markets. The phrase was paired with music and visual advertising designed to work across languages and cultures.

The slogan is sometimes attributed solely to the pop singer Justin Timberlake because he appeared in an associated campaign and recorded a related song. However, the slogan itself became McDonald’s corporate advertising line, not simply the title of a performer’s release. It followed earlier slogans such as “You Deserve a Break Today.”