McDonald's continues its campaign following a down quarter by revealing a new slogan, "Lovin' beats hatin."
The fast-food mega-chain is set to release the new song to promote happiness in the events of rampant internet hate about the food and how "real" and "pure" it is.
It won't replace the burger chain's "I'm Lovin' It" slogan, but instead, aims to widen the reach of the brand's marketing, according to Fox News.
The new campaign will start rolling out on Jan. 1. A 60-second TV spot will be featured in the Superbowl XLIX, which airs on NBC, on Feb. 1.
"The slogan is a misdirected strategic response at several levels to the large number of adverse opinions about the firm's food and employment practices that have recently surfaced over the Internet," Piyush Kumar, assistant professor at University of Georgia's Terry College of Business told CBS MoneyWatch in an email.
McDonald's Chief Executive Don Thompson said they're focused on making sure that their ads resonate with their customers by retooling its marketing. In an earnings call with analysts, Thompson told Fox News.
"Our marketing approach is another key priority for us and one where we've implemented a number of significant changes in the process, the structure and creative direction of our company."
According to Kanta Media, the burger chain spent almost $1 billion dollar on marketing alone. But despite its efforts and expenses in promoting the brand, its advertising in the U.S. has lost its appeal. Advertisements from rival companies like Wendy's and Burger King have beaten McDonald's in the past 10 months.
The "I'm Lovin' It" campaign was launched in 2003, and many have questioned the effectively of the campaign in the past few years.
A Janney analyst, Mark Kalinowski, said, "'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."
