Which earlier McDonald's slogan was replaced by the 2003 “I'm Lovin' It” campaign?

“We Love to See You Smile” was the earlier McDonald's slogan replaced by the 2003 “I'm Lovin' It” campaign.

“We Love to See You Smile” was used internationally during the 1990s and early 2000s. Its message focused on the customer experience and the emotional result of visiting McDonald's. The 2003 campaign introduced a shorter, more personal phrase intended to work consistently across a global advertising system.

This slogan is often confused with “You Deserve a Break Today,” an older and especially famous McDonald's tagline from the 1970s. Both belong to McDonald's branding history, but they were used in different periods. “Did Somebody Say McDonald's?” is a much later campaign phrase.

The change illustrates how McDonald's moved from campaign-specific slogans toward a single enduring global identity. The newer slogan was supported by distinctive music, visual styling, and localized executions in markets around the world.