What global tagline did McDonald's introduce in 2003?

McDonald's introduced the global tagline “I'm Lovin' It” in 2003.

The phrase became the central verbal element of a major international McDonald's campaign launched in September 2003. It was paired with a short musical hook and the “ba da ba ba ba” sound associated with the campaign, creating a branding system intended to work across languages and markets.

The campaign was developed by advertising agencies including Heye & Partner, DDB, and Publicis. Justin Timberlake appeared in an early campaign music video, while the song and slogan were adapted for McDonald's worldwide advertising.

“I'm Lovin' It” is distinct from earlier McDonald's slogans such as “You Deserve a Break Today.” The older slogans belonged to earlier campaign eras; “I'm Lovin' It” became the long-running global platform introduced in the 21st century.