Which advertising slogan did McDonald's launch in 2003 and retain in many markets?

McDonald's launched the advertising slogan “I'm Lovin' It” in 2003.

The campaign was introduced internationally in September 2003 and became McDonald's first global advertising campaign. Its short, conversational wording was designed to work across languages and markets while connecting the restaurant with an upbeat lifestyle message.

The campaign is associated with the “ba da ba ba ba” musical tag. The English slogan uses a contraction and apostrophe, which are part of its standard written form. McDonald's has used the line in advertising, packaging, restaurants, and digital marketing.

Earlier McDonald's campaigns included “You Deserve a Break Today” and “We Love to See You Smile.” Those slogans belong to different periods, so they should not be confused with the global campaign launched in 2003. The phrase has remained one of the chain's most durable modern branding elements.