What slogan did McDonald’s adopt in 2003 and continue using worldwide?

McDonald’s adopted “I’m Lovin’ It” as a global slogan in 2003.

The campaign was launched internationally in September 2003 and used the phrase in advertising, packaging, and other brand communications. Its short, conversational wording was designed to work across languages and markets while keeping a consistent global identity.

The campaign is especially associated with the “ba da ba ba ba” musical hook, which became a recurring audio signature in McDonald’s advertising. Justin Timberlake appeared in an early campaign-related music video, while Pusha T has been credited with writing the jingle’s original lyrics.

“I’m Lovin’ It” replaced earlier McDonald’s slogans rather than being the company’s first advertising line. Older campaigns included “You Deserve a Break Today” and “Nobody Can Do It Like McDonald’s.” The 2003 campaign remains one of the chain’s most durable modern branding initiatives.