MCDONALD’S commercial- “I’M LOVIN’ IT”

The campaign marked a move away from mass marketing towards more personalised marketing and linked the brand to the simple pleasures of life. As a result, McDonald’s became relevant again, increasing its turnover and share price.

Year: 2003 / Media: Print and Television

2002 was a difficult year for McDonald’s. The company has faced a myriad of problems, from employee dissatisfaction to a falling share price. Their share value has dropped from $40 to under $15!

Customers became increasingly negative towards the brand and McDonald’s was in danger of losing its relevance and market position. The company could no longer connect with its audience.

The brand’s advertising department recognised the need for change. McDonald’s outdated mass marketing has been replaced by something fresh.

Mass marketing (mass marketing) a marketing strategy that seeks to reach the largest possible audience in order to sell a product or service. This is the type of marketing that takes a “one size fits all” approach, where products or services are promoted as if they are right for everyone. Its drawbacks are generality, yet high costs, fierce competition, impersonality… all characteristics that a specialist tries to avoid. If we speak to everyone, we are in fact speaking to no one. If you don’t have a target group, your message may lose its power because it cannot effectively address the specific needs, preferences or problems of each consumer group. Effective marketing communication is fundamentally about understanding who your consumers are, what values they are looking for, what problems they are trying to solve, and what messages will appeal to them most. A blanket, one-size-fits-all approach can undermine brand loyalty and, in the long term, reduce levels of loyalty and engagement. Targeted, personalised marketing campaigns are much more likely to be successful because they can deliver real value to consumers, rather than blanket communications.

Back to McDonald’s 😊


McDonald’s marketing team has put customers at the heart of the new campaign. This is why the “I” was introduced, allowing people to say how they felt about the brand.

It was then that “I’m lovin’ it” was born, which reinvigorated the brand. The change has made McDonald’s relevant again to a younger audience.


McDonald’s advertising marked a shift from mass marketing to more personalised marketing. This was in line with the trend in how brands communicate with their customers.


By using a tailored advertising strategy, the brand has re-established a relationship with consumers and regained the trust of employees and franchisees in the company’s management.


Three years after the launch of the campaign, turnover has increased and the share price has risen from $13 to $45. Revitalising the brand with the slogan “I’m lovin’ it” has helped McDonald’s stay relevant.

McDonald’s has reported that the campaign has achieved 86% awareness in its top 10 markets – practically everyone with a TV!

(not bad, right!?)

This advertising campaign has also been so successful because of its shift from mass marketing to more personalised marketing. It links the simple pleasures of life to the brand and encourages consumers to express their own feelings about the brand.

“I’m lovin’ it” became McDonald’s slogan – defining many of the themes that are still present in “I’m lovin’ it” advertising campaigns today.

… and then look at the particular advertisement that the giant brand is still following today!