What slogan did McDonald’s introduce in 2003 as its global brand campaign?

McDonald’s introduced “I’m Lovin’ It” in 2003 as its global brand campaign.

The phrase became a worldwide McDonald’s slogan and was designed to unify the company’s marketing across different countries. Its casual wording expressed enjoyment in the present moment, fitting a campaign centered on food, music, and everyday experiences rather than only on product descriptions.

The campaign used the English phrase internationally, although local advertising often adapted surrounding copy and executions for regional audiences. The launch is also associated with a song performed by Justin Timberlake, whose recording helped give the campaign a strong pop-music identity.

Earlier McDonald’s slogans included “You Deserve a Break Today,” which began in the 1970s, and “We Love to See You Smile,” used later. Those phrases are sometimes remembered alongside the current campaign, but “I’m Lovin’ It” is the slogan introduced in 2003.