McDonald's launched “I'm Lovin' It” internationally in 2003 as part of a major global branding campaign.
The campaign was introduced in Munich, Germany, on September 2, 2003, and then rolled out across McDonald's markets. Its purpose was to give the company a common worldwide platform while allowing local advertising and creative executions to vary.
The slogan was paired with a distinctive five-note musical motif that became strongly associated with the brand. McDonald's used the campaign across television, radio, print, digital media, restaurants, and packaging.
Earlier slogans, including “You Deserve a Break Today,” remain important parts of McDonald's advertising history, but they belong to different campaigns. “I'm Lovin' It” became the company's long-running global tagline and is commonly stylized with a lowercase “i.”