McDonald’s Has a New Slogan, And I’m Not Lovin’ It

I was surprised to find out that McDonald's current slogan 'I'm Lovin' It", is their longest running slogan in my lifetime. 

That slogan debuted eleven years ago, in September of 2003, and might be on it's last legs. The new slogan "Lovin' Beats Hatin'" could make it's debut during The Super Bowl.

The fast food chain has struggled a bit recently, and rolling out a new slogan is always in the advertising playbook to try and turn things around. I'm not a fan of the word hate in slogans, especially when I'm hungry for a cheesburger.

When I think of McDonald's, I still think of the slogan "you deserve a break today" which they ran from 1971-75, and again from 1980-84. Another long running campaign was The Good Time, Great Taste of McDonald's (1988–1992). I barely remember that one. How about It's MacTime (1992) and It's MacTime Again (1994). Ring a bell? Me neither?

Of all the McDonald's slogans and jingles I've heard over the years, however, one will be with me on my death bed.