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“I’m lovin it” was coined in the early 60’s by one of the main McDonald’s advertising executives. It was originally used as a slogan for the Happy Meal, but has been used since then.
McDonald’s Slogan In 2022
If you go to McDonald’s right now, you will see that it is currently selling “Happy Meal”, a new concept that was first introduced in 2011. The idea is that the meals come with a toy and some sort of treat. The idea of the Happy Meal was that it would allow customers a “happy” experience.
McDonald’s slogan used to be ‘We know you’re hungry’ but was changed back to ‘I’m Lovin’ It’ in the 80s. The fast food chain took the slogan from a TV commercial for its first restaurant in the UK at a time when McDonald’s was trying to become more popular, but the slogan changed slightly.
What is McDonald’s Current Slogan?
The current slogan is “I’m lovin’ it” and it’s been around since 2003. It’s also by far the longest a McDonald’s slogan has stayed unchanged.
It seems that it won’t change as it’s becoming one of the most recognized slogans worldwide and was meant to be a universal tagline.
The “This is the Place to Be” slogan is used on every McDonald’s product, which means it will be around for a long time.
The History of McDonald’s & “I’m Lovin’ It”
A spokesperson claimed that the old slogan was outdated and did not evoke fond childhood memories. The campaign used the tagline “I’m Lovin’ It,” and included characters like a girl with a pigtail and a guy wearing overalls. The campaign featured different characters at different places, including a character called “The One That Got Away” who was at a nightclub.
McDonald’s put an international promotion to the advertising agencies to come up with a new slogan to attract consumers and be a global tagline.
The agency Heye & Partner created the best ad in the competition with “I’m Lovin’ It” for the music.
There was a huge fight between McDonald’s and the McDonald’s people, the McDonald’s team. In the end, McDonalds decided to write a song and hired Pharrell Williams.
McDonald’s hired Timberlake for $6 million to perform the pop song, which led to neither Timberlake nor McDonald’s scoring huge profits from it.
When Did McDonald’s Slogan Change?
McDonald’s has been using the slogan “I’m lovin’ it” since 2003. The “I’m lovin’ it” slogan will run until at least 2035. McDonald’s has been using this slogan for the longest amount of time.
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. Some newer slogans have been widely criticized for being misleading or offensive, as well as for being vague and ambiguous.
What Was McDonald’s First Slogan?
McDonald’s first slogan was “Look for the Golden Arches” and it appeared to be a helpful and informative slogan.
Further, this slogan is designed to make McDonald’s brand easily recognizable across all countries to make its restaurants as a destination where people can stop after work or on weekends.
Notable McDonald’s Slogans & Taglines Through the Years
“No Chicken, Just Chicken”
“Our food is honest, our fries are real”
“We don’t do that. We do this”
The biggest problem with these slogans is that they are just one more thing in a very long list of things that McDonald’s has done that is either a good or bad idea. It’s hard to justify the creation of a new tagline when you have so many others that already exist.
Is McDonald’s Slogan Trademarked?
McDonald’s is trying to protect their brand by registering hundreds of phrases and taglines with the US Patent & Trademarks Office. The company has been trying to protect their brand since 1997.
There are many other trademarks that McDonald’s owns including the names of food items such as the Big Mac and Quarter Pounder.
McDonald’s have spent hundreds of millions of dollars trying to stop other people from using their famous trademarks.
The company has a lot of trademarks which is why it has been accused of trademark bullying.
You might want to read our post on buying a McDonald’s franchise, why McDonald’s is expensive, and if you can buy a franchise for less than $10,000.
Conclusion
McDonald’s had had a lot of memorable taglines over the years, the current “I’m lovin’ it” being the one that stood the test of time the longest.
And the “You Deserve a Break Today” slogan remains one of the most popular and recognizable slogans McDonald’s has had to this day.
The “I’m Lovin’ It” was created in 1992 after a German advertising agency won the contest for McDonald’s.
According to the website “Everything2,” the song itself had only one chorus, “I like big butts and I cannot lie.” The song itself was written by the duo known in the business as “The Neptunes,” although the credits listed Timberlake as the sole writer.
We expect the “I’m Lovin’ It” slogan to continue to be used whenever McDonald’s employees speak.
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