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Duolingo has killed off its unhinged green owl mascot, Duo.
The brand confirmed his unexpected demise on social, stating: “Authorities are currently investigating his cause of death and we are cooperating fully. We’re aware he had many enemies, but we kindly ask that you refrain from sharing why you hate him in the comments.”
On Instagram, Duolingo asked fans to include their credit card number in the comments under the announcement to “automatically sign” them up for a paid Duolingo Max subscription “in his memory.”
The brand has changed its icon on social media to an image depicting a dead Duo with crosses in his eyes.
The stunt comes after the owl joined Super Bowl halftime performer Kendrick Lamar in dissing his rival Drake. Since Lamar’s performance, Duolingo has posted content on X, TiTok, and Instagram roasting the Canadian rapper.
In the comments under Duo’s obituary, Duolingo said authorities were currently “looking into a Canadian rapper.”
The brand even hosted a “funeral” for Duo, asking people to “do a Duolingo lesson” in lieu of sending flowers.
Duo, a bona fide Gen Z icon, has been central to Duolingo’s social media strategy for the last three years, especially on TikTok where the brand has 14.5 million followers.
The character has found fame interacting with trending audio and memes on the platform. See: showing up at Charli XCX and Troye Sivan’s Sweat tour and relentlessly trying to capture Dua Lipa’s attention.
Duolingo’s stunt is reminiscent of Planters’ decision to kill off, and resurrect, its mascot Mr. Peanut during the 2020 Super Bowl.
