What phrase became McDonald's global brand slogan after its 2003 launch?

“I'm Lovin' It” became McDonald's global brand slogan after its 2003 launch.

The campaign marked a major effort to give McDonald's a consistent worldwide platform. Its informal wording was designed to sound conversational and emotional, while the distinctive musical hook made the phrase easy to recognize across television, radio, packaging, and digital advertising.

The campaign is associated with the German agency Heye & Partner and with music and performance connected to Justin Timberlake. McDonald's adapted the executions for different countries, but the English phrase and “ba da ba ba ba” mnemonic became widely linked with the company.

The slogan is sometimes described as a song title, but McDonald's used it primarily as a branding platform. It followed earlier campaigns such as “You Deserve a Break Today” and remained one of the chain's most durable modern identity elements.