Duolingo Owl's Death Confirmed as Part of Marketing Campaign

The language-learning app's mascot was 'killed off' in a stunt to boost engagement, sparking widespread reactions online.

Duolingo announced the death of its iconic mascot, Duo the Owl, as part of a marketing campaign aimed at increasing app visibility and downloads.
The company confirmed Duo's death was staged and likened it to similar campaigns, such as Planters' 'death' of Mr. Peanut in 2020.
Social media posts joked about Duo's persistent guilt-inducing reminders, with some users blaming his 'death' on neglected language lessons.
Pop star Dua Lipa, humorously referenced in Duolingo's announcement, reacted to the news with a tweet saying, 'Til' death duo part,' alongside a broken heart emoji.
Experts have praised the campaign for its ability to spark conversation and engagement, cementing Duolingo's reputation for its bold and unconventional branding.