justin timberlake came up with the slogan i'm lovin it.
justin timberlake came up with the slogan i'm lovin it.
who came up with the slogan i'm lovin it?
justin timberlake
"i'm lovin' it" [sic] is a branding campaign by mcdonald's corporation. it was created by heye & partner, mcdonald's agency based in unterhaching, germany, near munich, and a member of the ddb worldwide communications group, inc. it was the company's first global advertising campaign and was unveiled in chicago, illinois on june 12, 2003 and launched in munich, germany on september 2, 2003, under the german title "ich liebe es". this is only used in germany; in austria, switzerland, and liechtenstein, the english slogan is used. the english part of the campaign was launched in the uk on september 17, 2003, and in australia and the united states on september 21, 2003 with the music of tom batoy and franco tortora (mona davis music) and vocals by justin timberlake, in which the slogan appears. the motion logo at the time (featuring the "m" zooming out and shining and the "i'm lovin' it" (in different languages, usually in english) zooming to the "m", leaving a trail) was produced by using adobe after effects and adobe indesign. also, by september 3, 2003, mcdonald's selected more than 30 people to appear in new packaging for mcdonald's products, starting with a photoshoot taking place from september 3, 2003 until november 2003. they unveiled new "i'm lovin' it"–themed packaging on december 8, 2003 and rolled it out worldwide throughout 2004 with the final delivery date being november 20, 2004. in january 2007, after a public casting call which received 15,000 submissions, mcdonald's selected 24 people to appear as part of the campaign. images of those chosen, taken from september to december 2006, who had submitted a story and digital photograph which "captured ... themes of inspiration, passion and fun," appeared on mcdonald's paper bags and cups worldwide.
mcdonald's advertising
in early 2008, mcdonald's underwent the first phase of their new image and slogan: 'what we're made of.' this was to promote how mcdonald's products are made. packaging was tweaked a little to feature this new slogan. in november 2008, mcdonald's introduced new packaging, eliminating the previous design stated above (except for the philippines and a few countries, where the previous design is used in tandem with newer packaging and in fiji, where the previous design is still current) with new, inspirational messages, the "i'm lovin it" slogan (appearing only once on most packages). mcdonald's also updated their menu boards with darker, yet warmer colors, more realistic photos of the products featured on plates and the drinks in glasses. from 2009 to 2010, mcdonald's introduced new packaging worldwide. however as of 2017, mcdonald's continues to have the "i'm lovin it" slogan appear on most all of its product packaging; and has made no major announcement that the company will use any other slogan exclusively in place of this one any time in the near future.
mcdonald's advertising