What slogan did McDonald’s begin using internationally in 2003?

McDonald’s began using the slogan “I’m Lovin’ It” internationally in 2003.

The campaign launched in 2003 and became McDonald’s first global advertising campaign built around a single slogan. Its informal wording and musical identity were designed to work across markets while allowing local advertising executions to vary.

The campaign is closely associated with the “ba da ba ba ba” audio mnemonic. Justin Timberlake appeared in the early campaign materials, and the campaign’s song was produced with contributions from Pharrell Williams. McDonald’s used the slogan across television, packaging, signage, and other marketing channels.

It is often confused with older McDonald’s slogans such as “You Deserve a Break Today,” which was introduced in the 1970s. “I’m Lovin’ It” is the long-running international platform that replaced those earlier campaign lines.