Porsche has got a very good point here. I would say that the ingenuity of the copy-writer lies in turning 'to love', a state verb, into a dynamic verb. As a dynamic verb it can be used in a continuous (progressive) tense. It then means something like 'I'm enjoying it.' But to a much higher degree: 'I'm really, really enjoying this, albeit temporarily.'

By the way: In 'I can't stop lovin' you', the word 'lovin' is not a present participle as used in a continuous tense. It's a gerund following the verb 'to stop'. The statement itself is in the present simple, not the continuous (I can't stop.) Hope that helps.