McDonald's Teams With Justin on Worldwide 'i'm lovin' it' Campaign

By | September 3, 2003 at 12:00 AM

McDonald’s is loving Justin Timberlake as part of its new marketing appeal to today’s customers, culture and lifestyles. The Golden Arches has announced a multi- tiered international partnership with this superstar tied to McDonald’s unprecedented worldwide brand campaign, “i’m lovin’ it,” launching in more than 100 countries beginning this month.

“Justin Timberlake is perfect for the McDonald’s brand and our ‘i’m lovin’ it’ campaign, which is all about connecting with our customers in fresh, modern, relevant ways,” said Larry Light, McDonald’s Executive Vice President and Global Chief Marketing Officer. “As one of music’s hottest young stars, Justin Timberlake is absolutely connected to today’s consumer attitudes and trends. His cultural relevance is right in tune with McDonald’s new direction.”

The pop superstar and 2003 Triple MTV Video Music Award Winner will record the vocals for several of McDonald’s new “i’m lovin’ it” commercials and appear in cameo roles throughout the new campaign. In addition, McDonald’s plans to sponsor the 35-city Justin Timberlake 2003 European tour, which kicks off in November in Germany.

“I love what McDonald’s is doing with this new campaign and it’s cool to be part of it,” said Timberlake. “We share the same crowd – people who like to have fun – and that’s what this new partnership is all about.”

McDonald’s will work with Timberlake to develop new and innovative ways to reach and connect with today’s young customers and today’s pop culture. In addition, he will be involved in activities to support Ronald McDonald House Charities, World Children’s Day at McDonald’s worldwide fundraiser on November 20th, and McDonald’s global sports sponsorships including FIFA World Cup and the Olympic Games.

“i’m lovin’ it” Rolls Out Worldwide

McDonald’s “i’m lovin’ it” campaign marks a key milestone in McDonald’s marketing revitalization process. A cornerstone of the campaign is a series of new commercials featuring vocals by Timberlake debuting today in Munich, Germany and rolling out in McDonald’s countries worldwide throughout the month. The U.S. launch is scheduled for September 29. It is the first time in McDonald’s history that a single set of commercials will be used concurrently around the world. Moving forward, McDonald’s countries will incorporate the “i’m lovin’ it” theme into advertising, promotions, public relations, restaurant merchandising and overall brand communications initiatives.

“When we marshal our creative talent, resources and worldwide infrastructure McDonald’s is unbeatable,” said Light. “We’re moving this Brand into the 21st Century in a way that’s fun and exciting for customers worldwide. The good news is this is just the beginning. There is much more to come as we build our future on a platform of unprecedented Brand strength and confidence.”

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