What slogan did McDonald’s introduce in 2003 and continue using globally?

McDonald’s introduced the slogan “I’m lovin’ it” in 2003 and continued using it globally.

The campaign marked a major shift toward a single worldwide brand message. McDonald’s had previously used different slogans in different periods and markets, but “I’m lovin’ it” was designed for broad international use and paired with the familiar “ba da ba ba ba” musical signature.

The launch was associated with advertising featuring pop star Justin Timberlake, whose recording helped popularize the campaign’s song. The slogan’s informal contraction and upbeat tone were intended to sound conversational and accessible across markets.

A frequent mix-up is confusing the slogan with “You Deserve a Break Today,” one of McDonald’s earlier famous advertising lines from the 1970s. “I’m lovin’ it” belongs to the 21st-century branding era and remains one of the chain’s best-known global campaigns.