What slogan did McDonald’s launch globally in 2003?

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

The campaign was designed to create a consistent worldwide identity while allowing local markets to adapt advertisements and language. The English phrase was paired with the “ba da ba ba ba” musical signature, which became one of the most recognizable audio elements in McDonald’s branding.

The campaign represented a shift toward a more youthful, music-led identity. Justin Timberlake appeared in an early promotional music video connected with the campaign, while the associated music was linked to producer and musician Pharrell Williams. McDonald’s used the slogan across television, packaging, restaurants, and digital advertising.

The phrase is sometimes confused with “You Deserve a Break Today,” the major McDonald’s slogan from the early 1970s. “Finger Lickin’ Good” belongs to KFC, while “We Do Chicken Right” was associated with another chicken chain.