Duolingo Announces Death of Duo the Owl in Viral Marketing Campaign
Duolingo has confirmed the “death” of its green owl mascot, Duo. The Pittsburgh-based language-learning app made the announcement on social media on February 11, 2025. The cause of death remains “under investigation,” fueling speculation among users.
Duolingo Confirms Duo’s Passing
In its official statement, Duolingo acknowledged the owl’s long-standing dedication to keeping users engaged.
an important message from Duolingo pic.twitter.com/jTTT680yVs
— Duolingo (@duolingo) February 11, 2025
The company updated its social media profile pictures and app icon to reflect the loss. Duo’s new image features Xs for eyes, marking his fictional demise.
A Marketing Stunt With Familiar Tactics
A Duolingo spokesperson confirmed to CBS Pittsburgh that Duo’s death is part of a marketing campaign. The company has previously leaned into humor and internet culture to engage its audience.
This move follows the “death” of Mr. Peanut in 2020, when the brand later introduced “Baby Nut.”
Internet Reactions: Mourning and Jokes
Following the announcement, brands, influencers, and users joined the conversation. Companies like Squishmallows, Fashion Nova, and Baskin Robbins commented on Duolingo’s social media posts.
Netflix also added to the speculation. It shared a “Squid Game” parody video, showing Duo being eliminated from the survival competition. Some users wondered if this hinted at an upcoming collaboration.
Duo’s Legacy: From Reminder to Meme
Duo the Owl debuted in 2011 with the launch of Duolingo. Over the years, his character evolved from a simple reminder bot to an internet sensation.
In 2014, the company redesigned the mascot, making him cuter and more expressive. By 2018, Duo’s “menacing” reminders became a running joke, turning him into a pop culture figure.
His personality expanded beyond language-learning, with social media posts showing him obsessing over Dua Lipa or playfully threatening users to complete their lessons.
What’s Next for Duo?
Duolingo has not revealed if Duo will return or be replaced. Given the company’s history of humor-driven marketing, fans expect a follow-up soon.
For now, Duo’s death remains a mystery, but one thing is certain—his presence on the internet is far from over.
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