“I’m Lovin’ It” became McDonald’s international advertising campaign in 2003.
The slogan was introduced with a global marketing campaign that used the phrase, the “ba da ba ba ba” musical signature, and advertisements adapted for different countries. It replaced several earlier McDonald’s slogans and gave the company a more unified worldwide identity.
The campaign is notable because McDonald’s used the same central line internationally while changing supporting language, casting, and creative material for local markets. The phrase was also associated with music by Pusha T and a widely used campaign jingle.
Earlier slogans remain strongly associated with McDonald’s history. “You Deserve a Break Today” began in 1971, while “Have You Had Your Break Today?” was used in the 1990s. Those lines are sometimes mistaken for the current campaign because they were prominent television advertising slogans.