What McDonald's advertising slogan launched internationally in 2003?

McDonald's launched the international advertising slogan “I'm Lovin' It” in 2003.

The campaign marked a major shift toward a single global message. McDonald's had previously used many slogans in different countries, but “I'm Lovin' It” was designed to work across markets while retaining a casual, upbeat tone.

The campaign included the famous “ba da ba ba ba” musical signature. Singer Justin Timberlake appeared in an early promotional music video connected with the campaign, and the slogan became closely associated with McDonald's packaging, advertising, and restaurant communications.

The slogan is sometimes confused with earlier McDonald's lines such as “You Deserve a Break Today,” which dates from the 1970s. “I'm Lovin' It” is the newer global campaign and remains one of the brand's most recognizable advertising phrases.