Which slogan became McDonald's global brand line after its 2003 advertising launch?

“I'm lovin' it” became McDonald's global brand line after its 2003 advertising launch.

McDonald's introduced the phrase as part of a worldwide marketing campaign in 2003. The wording was designed to be short, conversational, and adaptable across languages and markets. Its lowercase styling and musical treatment also gave the campaign a distinctive visual and audio identity.

The phrase is sometimes confused with earlier McDonald's slogans, especially “You Deserve a Break Today,” which dates from the 1970s. “I'm lovin' it” was not merely a one-season promotion; it became the company's long-running global tagline.

The campaign is also associated with a jingle and with music producer and performer collaborations. Its continued use made it one of the most recognizable modern slogans in fast-food advertising.