Which advertising slogan became McDonald’s global tagline after its 2003 campaign?

“I’m Lovin’ It” became McDonald’s global tagline after the company’s 2003 campaign.

McDonald’s introduced the campaign in Munich, Germany, in 2003, making it the company’s first global advertising campaign. The phrase was designed to work across markets while keeping a conversational, upbeat tone associated with everyday enjoyment.

The campaign used the English phrase in many countries, although local advertisements could include translated or adapted material. The branding is especially associated with the “ba da ba ba ba” musical signature heard in many commercials.

The song connected with the campaign was recorded by Justin Timberlake, while the campaign’s branding was developed through advertising work involving Heye & Partner. “I’m Lovin’ It” is a tagline, not the name of a menu item or a description of McDonald’s corporate structure.