Duolingo, the language-learning app, announced the “death” of its iconic green owl mascot, Duo, in a playful marketing campaign that has taken the internet by storm. The company broke the news on social media, stating, “It is with heavy hearts that we inform you that Duo, formally known as The Duolingo Owl, is dead”. They humorously added that “authorities” are investigating the cause of death, suggesting Duo “probably died waiting for you to do your lesson”.
Social Media Mourning And Reactions
The announcement sparked widespread reactions, including mourning from Grammy-winning superstar Dua Lipa, who has a long-running gag relationship with Duo. In response to Duolingo’s announcement, Lipa commented on X, “‘Til death duo part,”. Duolingo has previously created content depicting Duo’s “unreciprocated affection” for Lipa.
Cause Of Death And Speculation
The cause of Duo’s demise was later revealed in a TikTok video, where he was shown being struck by a Tesla Cybertruck. This detail, along with the initial announcement, fueled speculation that the “death” was a creative marketing stunt to re-engage users.
The campaign also included updating Duolingo’s social media profiles and app icons to show Duo with Xs for eyes.
A Marketing Stunt With Precedent
This isn’t the first time a brand has “killed off” a mascot for marketing purposes; Mr. Peanut underwent a similar transformation in 2020. While the future of Duo remains uncertain, Duolingo has assured users that it “is very alive ( just as eccentric as always)”. Some Reddit users have speculated whether a “baby Duo” might emerge, similar to the Mr. Peanut campaign.
Others pointed out that Duolingo had executed a similar campaign in its Spanish version, where Duo had “vanished,” prompting a nationwide search.