What global slogan replaced many local McDonald's campaigns beginning in 2003?

“I'm Lovin' It” became McDonald's global slogan beginning in 2003.

The campaign gave McDonald's a common verbal identity across international markets while allowing advertisements to use local languages, celebrities, music, and cultural references. Its short first-person wording was designed to sound conversational and easy to adapt.

The phrase is frequently confused with earlier McDonald's slogans, including “You Deserve a Break Today” and “We Love to See You Smile.” Another common mix-up concerns the campaign's origin: the advertising concept was developed through a German-led process, while the English phrase became the worldwide expression. The slogan was supported by a distinctive five-note musical signature used in many advertisements.