Duolingo announces 'death' of its mascot owl in marketing stunt

By Phong Ngo February 12, 2025 | 07:09 pm PT

Language-learning app Duolingo has announced the "death" of its iconic green owl mascot, Duo, in a marketing campaign that has sparked reactions across social media.

"It is with heavy hearts that we inform you that Duo, formally known as The Duolingo Owl, is dead," the company posted Tuesday.

Duolingo's green owl mascot, Duo. Photo courtesy of Duolingo's Facebook

Duolingo said "authorities" were investigating the cause, adding, "To be honest, he probably died waiting for you to do your lesson, but what do we know."

The company also joked about users paying tribute with automatic subscriptions in Duo’s memory but later clarified to KDKA-TV that they should not actually share their credit card information, CBS News reported.

They also shared a TikTok video featuring Duolingo characters Lily and Zari carrying Duo’s coffin to a pickup truck and driving away, according to USA Today.

Several brands responded with mock condolences. Squishmallows asked about the funeral reception, while Baskin Robbins quipped, "Only the good (birds) die young."

Netflix posted a video of Duo being eliminated from "Squid Game," captioned, "Sending my condolences fr (for real)."

Duolingo says it has adopted a "wholesome yet unhinged" brand voice after its green owl mascot went viral.

PR Week noted this is not the first time a brand mascot has "died," referencing Mr. Peanut, the mascot of Planters, an American snack-food company, who transformed into Baby Nut as part of its 2020 campaign.