What slogan did McDonald's launch in 2003 as its global marketing phrase?

McDonald's launched “I'm Lovin' It” in 2003 as its global marketing slogan.

The campaign began internationally in September 2003 and marked the first time McDonald's used one central advertising phrase across many markets. Its short, conversational wording was designed to work with local advertising while preserving a common global identity.

The campaign became closely associated with a five-note audio signature and a song recorded by Justin Timberlake. The phrase was created for an advertising campaign rather than being the title of a McDonald's menu item or corporate program.

McDonald's had used many earlier slogans, including “You Deserve a Break Today” and “We Love to See You Smile.” Those lines belong to different advertising periods, so they should not be substituted for the 2003 campaign.