Lovin’ What?

The Golden Arches tweaking slogan:

McDonald’s will launch a new ad campaign that is different, but not too different from the old campaign, and which continues to tap a universal theme: love. As with the old campaign, words like unsaturated fat and cholesterol will generally be avoided.

The new theme line will be: “I’m lovin’ it,” an expression on which McDonald’s claims a trademark. It replaces the old theme line, “We love to see you smile.” McDonald’s, the world’s largest fast-food company, which has been struggling lately, says its intent is to revitalize worldwide marketing and create “a new brand creative direction that will be the strategic ‘glue'” for its advertising efforts around the world.

….McDonald’s, based in Oak Brook, Ill., did not disclose the cost of the new program, but it spent between $1 billion and $1.5 billion in advertising last year. It described the new campaign as “fun,” “relevant,” “hip,” and “powerful,” which, if true, means one of two things. Either the old campaign was irrelevant, dowdy and weak or the new campaign is not so new. [Forbes]