What slogan did McDonald’s introduce in 2003 and later use globally?

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

The campaign was launched internationally as McDonald’s sought a more unified modern identity across markets. The phrase used informal, upbeat language and was paired with a distinctive musical hook, helping it work in television, radio, digital, and in-store advertising.

The campaign is associated with the “ba da ba ba ba” jingle, which became one of McDonald’s most recognizable audio signatures. The phrase was adapted for different languages while retaining its core idea and musical identity.

People sometimes confuse “I’m Lovin’ It” with “You Deserve a Break Today,” an earlier McDonald’s slogan from the 1970s. The older line emphasized a break from routine, while the 2003 campaign centered on personal enjoyment and a globally consistent brand voice.