The company’s global chief marketing officer Mary Dillon told an audience of 15,000 franchisees, marketers and suppliers that this would be “an updated take on its iconic, 7-year-old “I’m Lovin’ It” campaign” that came about after more than a year of consumer research and agency brainstorming.
In her speech, Dillon said: “All across our system, our marketing leaders and agencies, are building on our multibillion-dollar asset — ‘I’m Lovin It’ — and making it even better. We’re bringing it out from behind the arches and into the action to better brand and celebrate those uniquely McDonald’s moments.”
New spots will end with the tagline appearing by itself, and the arches appearing afterwards
Dillon says the new approach will help to ensure “that we build both brand equity and drive sales with every piece of advertising…it is more authentic, more saturated in consumer insights and emotion, and within a framework that gives us a consistent point of view about our brand.”
The campaign will run globally in 117 countries, localised to suit the different languages. Agencies involved include DDB Worldwide, TBWA, OMD, Leo Burnett Worldwide, Publicis, Taterka and Cossette.
Time scales on the advertising’s launch are yet to be finalised.
The “I’m Lovin’ It” global brand messaging first launched in September 2003 in ads fronted by US pop star Justin Timberlake. Timberlake was subsequently replaced by US soul group Destiny’s Child.
Brand experts have suggested that the McDonald’s overhaul of the “I’m lovin’ it” strapline was overdue.