What global slogan did McDonald’s launch in 2003 with the “I’m Lovin’ It” campaign?

McDonald’s launched the global slogan “I’m Lovin’ It” in 2003. The campaign marked a major effort to give the company a consistent international voice while allowing local advertising to vary by market.

The phrase was paired with a distinctive musical hook and the “ba da ba ba ba” sound associated with McDonald’s advertising. The campaign was developed with the advertising agency Heye & Partner, and Justin Timberlake appeared in an early promotional music video connected with it.

A common mistake is calling “I’m Lovin’ It” McDonald’s first slogan. The company had already used major lines such as “You Deserve a Break Today” and “You, You’re the One.” The 2003 campaign was notable for its worldwide adoption.

The slogan remains closely associated with McDonald’s branding because it combines a short phrase, a musical signature, and a flexible message that can be adapted across languages and cultures.