(PatriotPostNews.com) — The man behind the infamous McDonalds “I’m Lovin It” slogan has passed away at age 83. Larry Light began work with McDonalds in the early 2000’s when the brand’s market share was in a serious downturn. The advent of the “I’m Lovin’ it” slogan and the famous “ba-da-ba-ba-ba” jingle have been attributed to McDonald’s return to prominence in the 2000s. Larry Light died on June 24th, 2024, in Boca Raton, Florida.
Light was the force behind the slogan, but a struggling recording artist was behind the famous jingle. The producer of the jingle said he was not paid enough and suggested he resents McDonald’s going as far as to partner with a McDonald’s competitor to release a “diss track.”
Light conducted focus groups worldwide. Eventually a German marketing firm Heye & Partner stepped forward and “I’m Lovin’ it” was born. Light wanted a slogan that could be used to show regular people and celebrities alike loving McDonalds food. Light’s longtime business partner, Joan Kiddon, said that the marketing campaign worked because it “didn’t need to be the same advertising everywhere.”
Light was brought on board in 2003 as the Global Chief Marketing and stayed with the company until 2005. In those two years Light was able to turn the company around and McDonald’s former glory was restored.
Larry Light was born Marvin Lawrence Light in Montreal on June 12th, 1941. In 1965, Light achieved a PHD in psychology from Ohio State University. He was later known for leveraging his education to help companies understand their consumers. From 1965 to 1980 he worked at BBDO Advertising where he became an Executive Vice President. From 1981 to 1986 he handled the Mars Candy account for Ted Bates Worldwide, where he became CEO of the company’s overseas division.
Light founded his own company, Arature in 1989 where he stayed until 2002, when he became the global Chief Marketing Officer at McDonald’s and produced the “I’m lovin’ it” slogan.
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