McDonald's New Global Line: 'I'm Lovin' It'

CHICAGO McDonald’s will launch its new global tagline, “I’m lovin’ it,” this fall as part of a 2-year marketing initiative.

The line will be used in all of McDonald’s global markets, including the U.S., where it will replace the 18-month-old tagline, “Smile.”

In a conference call with the press on Wednesday, Larry Light, chief global marketing officer for McDonald’s, said the line “is all about the revitalization of the McDonald’s brand, with a global burst of instant energy.”

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