Which McDonald’s slogan launched in 2003 and used a lowercase style in its logo?

McDonald’s launched the slogan “I’m lovin’ it” in 2003, using a lowercase style in its campaign branding.

The campaign was introduced internationally as a major global effort to unify McDonald’s advertising. Its wording used conversational language rather than describing a specific menu item, allowing the same core idea to appear across television, music, packaging, and restaurant promotions.

The campaign became especially associated with a short musical phrase and the “ba da ba ba ba” vocal hook. McDonald’s adapted the campaign for different countries and languages while retaining the central English identity in many markets.

The slogan is often written with a straight apostrophe in casual text, but McDonald’s stylized version uses a typographic apostrophe. It is distinct from earlier slogans such as “You Deserve a Break Today.”