Slogans are a huge part of marketing for any business, but fast-food chains need to have a catchy slogan that appeals to a wide audience.
Have you ever wondered about the history of McDonald’s slogans, such as the current “I’m lovin’ it” and where it came from? We’re going to tell you all about McDonald’s slogan, so read on!
McDonald’s Slogan In 2023
McDonald’s slogan is “I’m Lovin’ It” and this has been the slogan since 2003 when McDonald’s aimed to revamp their image and increase lagging sales. McDonald’s current slogan is the longest-running McDonald’s slogan in history. Other notable McDonald’s slogans are “We Love to See You Smile” and “My Mcdonald’s”.
We know you’re curious as to where the McDonald’s slogan came from and what the history is of the slogan so keep reading!
What is McDonald’s Current Slogan?
McDonald’s current slogan is “I’m Lovin’ It” and it’s been around since 2003, which is by far the longest a McDonald’s slogan has stayed around without being changed.
It looks like the slogan won’t be changing anytime soon as it’s becoming one of the most recognized slogans worldwide and was meant to be a universal tagline.
Furthermore, the slogan appears on almost every McDonald’s product and packaging, which means it looks like it’s here to stay.
The History of McDonald’s & “I’m Lovin’ It”
McDonald’s slogan changed to “I’m Lovin’ It” back in 2003, but the quest to find a new slogan began in 2001, with sales lagging McDonald’s was looking to revamp the brand and image.
In 2001, McDonald’s put out a competition worldwide to advertising agencies to help them come up with a new slogan to attract consumers and be a global tagline.
Heye & Partner, a German ad agency won with their submission of “I’m Lovin’ It” and the five notes they created for the music.
Additionally, McDonald’s took the winning tune and created the perfect melody using Butch Stewart, a famous jingle writer, then they hired Pharrell Williams to write a pop song with the phrase.
McDonald’s hired Justin Timberlake for $6 million to perform the pop song Williams wrote, which led to both Timberlake and McDonald’s scoring huge profits from it.
When Did McDonald’s Slogan Change?
McDonald’s slogan was officially changed to “I’m Lovin’ It” back in 2003, with the trademark approval of “I’m Lovin’ It.” It has become the longest-running slogan in McDonald’s history.
However, McDonald’s has changed its slogan many times through the years to attract customers, boost sales, seem more wholesome, and connect with younger generations.
What Was McDonald’s First Slogan?
McDonald’s first slogan that was recorded was “Look for the Golden Arches” and it appeared back in 1960 as an informative and helpful slogan.
Further, this slogan was meant to convey brightness and being clean, with it having simplicity of how to recognize a McDonald’s restaurant shortly after the trademark of the Golden Arches.
Notable McDonald’s Slogans & Taglines Through the Years
While there have been quite a few McDonald’s slogans and taglines through the years, quite a few have been memorable, both in good and bad ways including:
- Let’s Eat Out (mid 1960’s)
- The Closest Thing to Home (1966)
- You Deserve a Break Today (1971)
- Two all-beef patties, special sauce, lettuce, cheese, pickles, onions, on a sesame seed bun (1974)
- We Do It All For You (1975)
- Nobody Makes Your Day Like McDonald’s Can (1980)
- It’s a Good Time for the Great Taste of McDonald’s (1984)
- My Mcdonald’s (1997)
- We Love to See You Smile (2000)
- It’s What I Eat and What I Do (2005)
- What We’re Made Of (2008)
Is McDonald’s Slogan Trademarked?
McDonald’s has trademarked “I’m Lovin’ It” along with several hundred more McDonald’s slogans, taglines, and food items including:
- You Deserve a Break Today
- The Simpler the Better
- Golden Arches
- Get Moving With Ronald McDonald
- We Believe
- Here We Grow Again
- Two all-beef patties, special sauce, lettuce, cheese, pickles, onions, on a sesame seed bun.
- Serving a Quality Meal Every Time
There are several other trademarks that McDonald’s owns including names of food items, such as the Big Mac and Quarter-Pounder.
However, even though McDonald’s owns hundreds of trademarks, it hasn’t stopped the company from having to go to court over the iconic trademarks through the years
Additionally, McDonald’s has been accused of trademark bullying due to how many trademarks it has claimed over the years.
McDonald’s has had some iconic slogans throughout the years, with the current “I’m Lovin’ It” holding the record for longest-running McDonalds’ slogan in history.
However, “You Deserve a Break Today,” and “We Love to See You Smile” remains two of the most popular and recognizable slogans from McDonald’s all these years later.
The McDonald’s slogan “I’m Lovin’ It” took a couple of years to produce after a German advertising agency won the ad competition McDonald’s put out.
In addition to that, Pharrell Williams wrote the pop song and Justin Timberlake was paid to sing the song, creating an economic windfall for Timberlake and McDonald’s that’s still seen today.
We don’t know if or when McDonald’s slogan will change again, but we’re certain that the “I’m Lovin’ It” slogan will live on regardless.