McDonald's launched the global slogan “I'm Lovin' It” in 2003.
The campaign was created as a worldwide branding platform rather than a slogan limited to one national market. Its informal wording was designed to communicate enjoyment and fit McDonald's food, music, and youth-oriented advertising.
The slogan is strongly associated with the “ba da ba ba ba” musical signature used in the campaign. That sound is often remembered separately, but “I'm Lovin' It” is the written advertising line. The apostrophe in “Lovin'” is part of the official styling.
Earlier McDonald's campaigns used slogans including “You Deserve a Break Today” and “You, You're the One.” The 2003 campaign therefore represents a later stage in the company's effort to maintain one recognizable identity across international markets.