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ВИШНЕВСКАЯ ВИКТОРИЯ ЮРЬЕВНА ©

In 1954, Kroc was selling restaurant equipment when he met the McDonalds,
two brothers who owned several successful hamburger restaurants in
California. A year later, the first McDonald’s opened in Des Plaines, Illinois.
Kroc was 52 when he opened his first McDonald’s. As he once said, “I was an
overnight success all right, but 30 years is a long, long night.”
Early Slogans: Kroc pioneered the idea of independent franchises with the
slogan, “In business for yourself, but not by yourself.” In 1961, he developed
a training program for managers and franchisees in Elk Grove, Illinois. Known
as Hamburger University, it still exists today.
Early slogans for McDonald’s emphasized the store’s brightness and
cleanliness. “Look for the golden arches” became a tagline on these early
advertisements, and “golden arches” is one of the company’s trademarked
phrases.
Well-Known Marketing Campaigns: In the 1970s, McDonald’s began using
the famous jingle and slogan, “You deserve a break today.” In
2016, Advertising Age chose “You deserve a break today” as one of the top
advertising campaigns of the century.
In the 1980s, the company introduced advertising that listed the ingredients of
a Big Mac set to music as a jingle. This was another spectacular success, as it
spurred people to listen to the ad closely so they could memorize the list.
That phrase, “two all beef patties special sauce lettuce cheese pickles onions
on a sesame seed bun,” is another McDonald’s trademark. So are Mac Attack,
Super Size and Happy Meal. The company holds registered trademarks on
these and many other well-known phrases.
When the Loving Started: In 2002, millions of people began hearing the
musical phrase, “I’m lovin’ it,” but was it a popular song or an advertising
jingle? In fact, it was a little of both.
The story began in 2001, when McDonald’s was looking for a way to boost
flagging sales and a worn-out image. The company announced a competition
among advertising agencies worldwide. The winning German ad agency came
up with the five-note tune and the phrase “I’m lovin’ it.”
Star-Studded Slogan
McDonald’s then took three steps to make the new tune unforgettable. First, it
turned to legendary jingle writer Butch Stewart. Working with his son, Stewart
transformed the jingle into a legitimate melody. Second, the company hired
Pharrell Williams to write a pop tune using “I’m lovin’ it” as a refrain. Third,
McDonald’s paid Justin Timberlake $6 million to perform the song.
Timberlake had a massive hit with it, and so did the burger giant.
In 2003, McDonald’s registered “I’m lovin’ it” as a trademark.

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