What slogan did McDonald’s launch globally in 2003 and retain as a major brand line?

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

The phrase replaced a series of earlier campaign lines and gave McDonald’s a more unified international advertising identity. The launch was supported by television commercials, music, and localized executions in markets around the world. Its informal wording was designed to sound conversational and emotionally positive.

The campaign is strongly associated with the “ba da ba ba ba” musical tag, which became a recurring sonic feature of McDonald’s advertising. The singer Justin Timberlake appeared in an early promotional campaign connected with the launch, while the slogan itself became the central verbal element.

A common mix-up is to treat “I’m Lovin’ It” as merely an American slogan. McDonald’s used it internationally, adapting surrounding advertisements for local audiences while preserving the core English phrase. Earlier lines, including “You Deserve a Break Today,” belong to different periods of the company’s branding history.