What slogan did McDonald’s launch globally in 2003 as its current brand platform?

McDonald’s launched “I’m lovin’ it” globally in 2003 as its current brand platform.

The campaign began in Munich, Germany, and was developed with the advertising agency Heye & Partner. McDonald’s adopted the phrase internationally, using the distinctive lowercase styling and a musical mnemonic across television, radio, packaging, and restaurants.

The campaign’s famous pop version was associated with Justin Timberlake, who recorded vocals for the advertising track. The underlying jingle was written by Pharrell Williams and produced by The Neptunes.

“I’m lovin’ it” followed earlier McDonald’s slogans such as “You Deserve a Break Today.” It is often confused with the company’s older “You, You’re the One” campaign, but those belong to different advertising eras.