We're lovin' it: McDonald's slogans over the last five decades
The jingles you'll never remember to forget, the cartoon characters that you'll always recognize: Whether you're a fan of McDonald's or not, it's impossible to not know (and realistically, love) the company's campaigns throughout the years.
McDonald's has built a culture around commercials, print advertisements, songs, characters, and everything in between. There's certainly been an evolution in its slogans and campaigns, but the quality, creativity and catchiness has never wavered.
We looked at the company's most successful slogans from the past five decades. Be prepared to be humming jingles for the rest of the day!
2 All-Beef Patties
If you read those four words and didn't automatically complete "...special sauce, lettuce, cheese, pickles, onions, on a sesame seed bun" in your head (or out loud for that matter), you're lying. The jingle that came as a result of this campaign became iconic for the McDonald's brand, still being used today in singing classes for vocal exercises or as that one commercial that randomly resurfaces in your brain at the most inconvenient times. We also apologize for the fact that it will now be stuck in your head for the rest of the day. Genius marketing.
McDonald's has now become commonplace as a go-to for late night food (especially with the launch of an all-day breakfast menu last year). But in the 80s, the company needed a way to bring people in late night, so they used the ever-representative symbol of the night, the moon, in an attempt to show consumers that they were open late, and that yes, you really do need that Big Mac at 3 a.m. We like to blame our midnight McNuggets runs in college on this campaign.
Did Somebody Say McDonald's?
Though it's still somewhat unclear as to what exactly this slogan meant, the man behind the creation of the campaign, Bob Scarpelli, said on the subject that "our objective is to trigger visits to McDonald's." Though one would think that would be the objective of all ad campaigns, this one came at a time when McDonald's was suffering through a series of setbacks and failed campaigns and promotions. Thankfully, this one proved successful.
We Love to See You Smile
If nothing else, you would watch this commercial and feel warm inside because at least if the rest of your life was going wrong, good old Ronald McDonald wanted you to be happy. And then you would most likely promptly walk by a McDonald's and remember the warm feeling that the commercial evoked and grab a Big Mac, because that's what McDonald's would want. It made us all feel a little bit better about equating "happiness" with a McFlurry and a double-cheeseburger.
I'm Lovin' It
Major thanks to Justin Timberlake on this one—as you may or may not know, this campaign came as a result of a JT song (written by Pharrell). That infamous "ba-da-ba-ba-ba" (yet another McDonald's jingle that's seemingly forever stuck somewhere in your head) has become a defining melody associated with those infamous golden arches. And you must admit it's true—after all these decades with McDonald's, we're still lovin' it.
Lovin' Beats Hatin'
Launched this January, this campaign was not set to replace the beloved "I'm Lovin' It", but to serve as a counterpart to the successful cultural phenomenon. So far, the slogan hasn't received much positive feedback from company fans and consumers, as people have been finding it both confusing and unlikeable. Only time will tell.
Take a look at how the golden arches differ depending on location:
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