What slogan did McDonald's introduce in 2003 and later stylize with a lowercase “i”?

McDonald's introduced the slogan “I'm Lovin' It” in 2003.

The campaign began internationally in Munich, Germany, in September 2003, before being rolled out more broadly. Its branding commonly used a lowercase presentation, including the stylized form “i'm lovin' it,” and paired the phrase with the familiar McDonald's logo and a distinctive five-note musical signature.

The campaign represented a shift toward a more globally coordinated brand platform. McDonald's had used many country-specific slogans and campaigns over the years, but “I'm Lovin' It” became a long-running phrase used across markets. The words were intended to sound conversational and emotionally positive rather than describe a specific product.

A common mix-up concerns the song and the slogan. Justin Timberlake recorded a related song used in the campaign, while the slogan itself is the McDonald's advertising line. The campaign's first launch was in Germany, not the United States.