“I'm Lovin' It” was launched by McDonald's in 2003 and became the company's best-known modern tagline.
The campaign marked a move toward a more unified global identity. McDonald's had used many slogans in different eras and markets, but the new line was designed for international use and appeared with a distinctive musical hook in advertising.
The slogan is often written with an apostrophe in “Lovin'” rather than the formal word “loving.” That informal spelling was part of the campaign's conversational tone. The phrase is also distinct from the earlier “You Deserve a Break Today” slogan, which belonged to a different advertising period.
The campaign's music and celebrity associations sometimes cause people to focus on individual commercials rather than the slogan itself. The enduring branding fact is the launch year: McDonald's introduced “I'm Lovin' It” in 2003.