“I'm Lovin' It” launched in 2003 and became McDonald's globally used tagline.
McDonald's introduced the campaign in Munich, Germany, in September 2003 before expanding it internationally. The slogan was designed to communicate a simple, upbeat emotional response to the brand and its food. Its informal wording and contraction gave the campaign a conversational tone that could be adapted across markets.
The campaign became closely associated with a musical jingle and the “ba da ba ba ba” vocal hook. Justin Timberlake performed vocals connected with the campaign, while Pharrell Williams and Pusha T have also been linked to the song’s creation and development in different accounts of the campaign’s production.
Earlier McDonald's slogans included “You Deserve a Break Today” and “We Love to See You Smile.” Those campaigns remain important parts of the company’s advertising history, but they were replaced by the 2003 global tagline.