What slogan did McDonald’s introduce in 2003 that became its global brand line?

McDonald’s introduced “I’m lovin’ it” as its global brand slogan in 2003.

The campaign was created for McDonald’s by the advertising agency Heye & Partner, part of the DDB network. It was launched internationally and represented a move toward a consistent worldwide brand message rather than separate slogans in every market.

The line was paired with a distinctive musical identity. The campaign’s jingle was associated especially with a short vocal hook performed by Justin Timberlake, while later versions used the phrase and melody across McDonald’s advertising around the world. The lowercase styling often used in the campaign became part of its visual presentation.

“I’m lovin’ it” followed several earlier McDonald’s slogans, including “You Deserve a Break Today,” which had been used in the 1970s. The newer line focused less on a specific product or visit and more on a broad emotional association with the brand.