麥當勞明年啓用新口號“Lovin' Beats Hatin'”

It sounds like they're not 'lovin' it' as much as they used to.

The world's biggest fast food chain has unveiled a new slogan in an attempt to stop its sales from sinking.

'Lovin Beats Hatin' will be launched next year, and is a campaign aimed to spread happiness in the face of Internet hate.

According to the Wall Street Journal, the roll-out will include a spot during Super Bowl XLIX on February 1.

The marketing ploy comes at a time when worldwide sales dropped by 30 per cent in the third quarter of last year.

The current catchphrase 'I'm Lovin' It' will still remain as a global slogan.

An inside source said the change is aimed 'to spread happiness in the face of Internet hate,' but the WSJ did not elaborate on what that precisely means.

Officially, the company is staying mum about the possibility.

'We're always working with our partners on great new creative,' said a spokesperson. 'It's highly speculative and premature to talk about Super Bowl ads and future campaigns for next year.'

The reported change will come during a tough time for the world's largest hamburger chain.

After posting yet another disappointing quarter, McDonald's CEO Don Thompson admitted last week that the company hasn't been keeping up with the times and that changes are in store for its U.S. restaurants.麥當勞似乎不像以前那麼“喜歡”它了。

爲遏制銷量下跌，這家全球最大的快餐連鎖店日前公佈了一個新口號。

明年，麥當勞將啓用“Lovin' Beats Hatin'（愛勝過恨）”作爲新口號，並推出一個活動在網絡仇恨不斷的時代傳播快樂。

據《華爾街日報》報道， 麥當勞將在2015年2月1日的美國橄欖球超級碗（Super Bowl XLIX）中首次公佈這一口號。

麥當勞推出這一營銷策略適逢其去年第三季度全球銷售額下滑 30% ，業績可謂慘淡。

“I'm Lovin' It(我就是喜歡)”仍將是麥當勞全球性的廣告標語。

據內部知情人士透露，麥當勞此舉是爲了向仇恨互聯網者傳播快樂，不過《華爾街日報》並沒有詳細說明這一口號的準確含義。

而麥當勞方面也對此保持沉默，未對這一新口號推出的可能性作出解釋。

“長久以來，我們一直在跟我們的夥伴不斷創新，”麥當勞發言人稱，“現在討論麥當勞超級碗廣告和明年的活動目前爲時過早，時機尚不成熟。”

麥當勞正經歷一段艱難的時期。

面對又一個慘淡的季度，麥當勞CEO唐·湯普森（Don Thompson ）上週承認，“此前麥當勞並沒有緊跟時代的步伐，麥當勞美國餐廳準備好了改變。”