麦当劳明年启用新口号“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.麦当劳似乎不像以前那么“喜欢”它了。

为遏制销量下跌，这家全球最大的快餐连锁店日前公布了一个新口号。

明年，麦当劳将启用“Lovin' Beats Hatin'（爱胜过恨）”作为新口号，并推出一个活动在网络仇恨不断的时代传播快乐。

据《华尔街日报》报道， 麦当劳将在2015年2月1日的美国橄榄球超级碗（Super Bowl XLIX）中首次公布这一口号。

麦当劳推出这一营销策略适逢其去年第三季度全球销售额下滑 30% ，业绩可谓惨淡。

“I'm Lovin' It(我就是喜欢)”仍将是麦当劳全球性的广告标语。

据内部知情人士透露，麦当劳此举是为了向仇恨互联网者传播快乐，不过《华尔街日报》并没有详细说明这一口号的准确含义。

而麦当劳方面也对此保持沉默，未对这一新口号推出的可能性作出解释。

“长久以来，我们一直在跟我们的伙伴不断创新，”麦当劳发言人称，“现在讨论麦当劳超级碗广告和明年的活动目前为时过早，时机尚不成熟。”

麦当劳正经历一段艰难的时期。

面对又一个惨淡的季度，麦当劳CEO唐·汤普森（Don Thompson ）上周承认，“此前麦当劳并没有紧跟时代的步伐，麦当劳美国餐厅准备好了改变。”