Which McDonald’s slogan launched in 2003 and became the chain’s global brand line?

McDonald’s launched the slogan “I’m lovin’ it” in 2003 as a global brand line.

The campaign began internationally in September 2003 and was designed to give McDonald’s a more contemporary, unified voice across markets. Its wording used a conversational first-person phrase rather than a direct command, making it suitable for advertising, packaging, restaurants, and digital media.

The campaign is closely associated with a musical hook performed by Justin Timberlake, although the slogan itself was created as part of a larger advertising project. The English wording was retained in many countries, while local executions sometimes used adapted language or culturally specific advertising.

It followed earlier McDonald’s lines such as “You Deserve a Break Today” and “We Love to See You Smile.” Those slogans belonged to earlier campaign eras, so they should not be treated as alternate names for the 2003 brand line.