In an effort to combat all the haters, McDonald’s is shaking up its image with a new slogan.
Starting early next year, “I’m Lovin’ It” will be joined by "Lovin’ Beats Hatin’” -- a move that “aims to spread happiness in the face of Internet hate,” reports the Wall Street Journal.
The new catchphrase is set to debut on Jan. 1 and will be included in a 60-second Super Bowl ad during the game on Feb. 1.
“We’re always working with our partners on great new creative,” said an inidentified spokeswoman for McDonald’s told the Journal. ”It’s highly speculative and premature to talk about Super Bowl ads and future campaigns for next year.”
Sales for the fast food chain have continued to drop amid the rising popularity of fast casual eateries like Chipotle Mexican Grill and Panera. McDonald’s recently unveiled its “Our Food. Your Questions,” campaign in an effort to demystify the ingredients used in some of their most popular items like the Big Mac.
“‘I’m Lovin It’ has been an enormous success for McDonald’s over the years but even the most successful campaigns need to evolve and stay fresh,” Mark Kalinowski, an analyst at Janney, told the Journal.
The old slogan has been around since 2003 and after over 10 years the chain was ready for a facelift. McDonald’s reportedly spent just under $1 billion in ad dollars last year, according to Kantar Media, but the new campaigns saw declining sales each quarter.