Which 2003 McDonald's slogan became the company's global campaign line?

“I'm Lovin' It” became McDonald's global campaign line in 2003.

McDonald's introduced the campaign internationally in 2003, pairing the phrase with a distinctive audio signature and advertising built around enjoyment and everyday experiences. The slogan was written with the contraction “I'm,” giving it a conversational sound rather than the formal style of some earlier campaigns.

The campaign marked a major effort to create a more unified worldwide brand message. McDonald's had used different slogans and advertising approaches in different periods and markets, but “I'm Lovin' It” was designed to work across countries and languages.

The slogan is sometimes confused with “You Deserve a Break Today,” a much earlier McDonald's campaign from 1971. The two phrases belong to different eras: the earlier line emphasized a break from routine, while the 2003 campaign focused on personal enjoyment.