Which global slogan did McDonald's launch in 2003, beginning with the words “I'm”?

McDonald's launched the global slogan “I'm Lovin' It” in 2003. The campaign was designed to give the company a single international marketing platform after years of more regionally varied advertising.

The campaign began in Munich, Germany, and used the English-language phrase across many markets. Its musical identity became especially prominent through a song recorded by Justin Timberlake, with production associated with The Neptunes. McDonald's adapted the campaign in different languages while retaining the central phrase and melody.

“I'm Lovin' It” is sometimes confused with earlier McDonald's slogans such as “You Deserve a Break Today,” which was introduced in the 1970s. The 2003 campaign was not merely a temporary product tagline; it became the company's longest-running global slogan and a major part of its modern brand identity.