Which tagline did McDonald’s launch worldwide in 2003 as its current brand slogan?

McDonald’s launched “I’m Lovin’ It” worldwide as its brand tagline in 2003.

The campaign began internationally and became McDonald’s first global advertising campaign, replacing the company’s earlier slogan-based approach with a short, adaptable phrase. Its wording was designed to sound conversational and positive rather than like a traditional sales pitch.

The campaign is often associated with Justin Timberlake because he performed vocals on the English-language recording used in advertisements. However, Timberlake was not the creator of the slogan itself. The campaign’s development involved the German agency Heye & Partner, while multiple agencies and local markets adapted the campaign.

Earlier McDonald’s slogans included “You Deserve a Break Today,” which was used in the 1970s. “I’m Lovin’ It” became the company’s best-known modern tagline and remains closely associated with its branding.