April 7, 2025, McDonald’s has submitted multiple trademark registration applications related to the classic advertising slogan “ba da ba ba ba” in China, covering multiple categories such as Class 43, Class 32, Class 30, Class 29, Class 30, Class 18, Class 16, etc., which has attracted industry attention. This is interpreted as an important measure by McDonald’s to strengthen brand localization protection.
In 2003, McDonald’s launched the slogan “I’m lovin ‘it” sung by Justin Timberlake, and the phrase “ba da ba ba ba” was born along with it. Due to its simple melody and lively rhythm, it is highly infectious and quickly spread globally, deeply rooted in the hearts of consumers. Afterwards, McDonald’s cleverly incorporated this melody into its marketing activities in different countries and regions, further enhancing its dissemination effect.
In recent years, McDonald’s has accelerated localization innovation in China, such as marketing the “Maimai Night Market” to the “Maimen” meme. The protection of classic slogans this time may indicate that they will further explore the value of IP.