“I'm lovin' it” launched in 2003 and became McDonald's international tagline.
McDonald's introduced the campaign during a major global branding effort. The phrase used informal language and a distinctive musical hook to connect the restaurant with enjoyment and everyday experiences rather than only with a particular product.
The campaign was adapted across countries and languages, while the English wording remained one of the most recognizable elements of McDonald's modern identity. The apostrophe in “lovin'” is part of the slogan's informal style.
Earlier campaigns used different lines, including “You Deserve a Break Today.” Those earlier slogans are frequently remembered because they were highly successful, but they were not the 2003 global tagline.