What slogan did McDonald's launch in 2003 that became its best-known global tagline?

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

The campaign marked a major shift toward a short, adaptable phrase that could work across many languages and markets. Its branding was paired with a five-note musical hook commonly called the “ba da ba ba ba” jingle, helping the line become recognizable beyond printed advertising.

McDonald's introduced the campaign internationally rather than treating it as a slogan for only one national market. The phrase was associated with the company's contemporary advertising, while the Golden Arches continued to serve as its principal visual identifier.

People sometimes confuse “I'm Lovin' It” with “You Deserve a Break Today,” an earlier McDonald's slogan from the 1970s. They are separate campaigns from different periods. “I'm Lovin' It” was also not the name of a menu item; it was a corporate advertising tagline.