Duolingo Announces Death of Iconic Owl, Sparks Mystery and Memes

Duolingo, the popular language-learning app, has officially declared the death of its mascot, Duo the Owl.

In a social media post on February 11, 2025, the company shared, “It is with heavy hearts that we inform you that Duo, formally known as The Duolingo Owl, is dead.”

The announcement, though dramatic, is part of an elaborate brand marketing campaign.

Investigation into Duo’s Cause of Death

According to Duolingo, “authorities” are investigating the cause of Duo’s death, and the company is fully cooperating. In their social media post, they joked, “Tbh, he probably died waiting for you to do your lesson, but what do we know?”

They also humorously asked users to refrain from sharing reasons they hated Duo in the comments—unless they included their credit card number to sign up for Duolingo Max “in his memory.”

A Marketing Stunt Confirmed

A spokesperson for Duolingo confirmed to KDKA-TV that Duo’s death is part of a marketing campaign. However, they cautioned users against actually sharing their credit card information.

In line with this campaign, Duolingo has updated its social media profile pictures and app icon to depict Duo with Xs over his eyes.

The Evolution of Duo’s Persona

Duolingo’s mascot was originally designed to encourage users to practice language lessons regularly. However, over time, the internet transformed him into a more intense figure, known for “menacingly” reminding users to complete their lessons.

Duolingo has embraced this “wholesome yet unhinged” tone, even acknowledging Duo’s fictional aggressive tendencies in their official handbook.

Not the First Brand Mascot to “Die”

This isn’t the first time a brand mascot has been declared dead. In 2020, Planters’ Mr. Peanut was “killed off” and later revived as Baby Nut.

While fans wonder what’s next for Duo, Duolingo remains cryptic, leaving people to speculate whether the owl will return in a new form.

Internet Reactions to Duo’s Death

Social media has exploded with reactions to Duo’s sudden demise. Duolingo posted a TikTok video showing two characters, Lily and Zari, carrying Duo’s coffin and placing it in a pickup truck. Brands, influencers, and fans have joined in on the mourning.

Brands Offer Condolences

Several companies have humorously acknowledged Duo’s passing:

• Squishmallows asked, “But where can we RSVP to the funeral reception?”
• Fashion Nova quipped, “How else am I supposed to talk to my customers?”
• Baskin Robbins posted, “Only the good (birds) die young.”
• Cheez-It added, “They died doing what they loved.”
• The University of Miami commented, “Duo, we cannot take this rn. It’s literally our centennial this year.”

Netflix’s Cryptic Response

Netflix’s response raised eyebrows when they posted an Instagram video showing Duo being eliminated from “Squid Game,” captioned, “sending my condolences fr (for real).” Whether this was merely a tribute or a teaser for an upcoming collaboration remains unclear.

The Legacy of Duo the Owl

Duo has been an iconic figure since Duolingo’s launch in 2011. Originally designed as a simple 2D logo, he evolved into a more animated, gamified character by 2014.

Over the years, Duo has become a pop culture phenomenon, appearing in memes, social media campaigns, and even collaborating with Netflix.

Duo and Dua Lipa Connection

Duolingo has also long played into the joke that Duo is obsessed with singer Dua Lipa.

Their announcement of Duo’s death included the statement, “We appreciate you respecting Dua Lipa’s privacy at this time.” However, as of now, the pop star has not commented on the fictional passing of her feathered admirer.

What’s Next for Duo?

While Duolingo has confirmed Duo’s “death,” they have also hinted that this may not be the end of his story. “We know no owl as dedicated as Duo just drops dead without a story,” a spokesperson said, urging users to keep an eye on Duolingo’s social media for further developments.

Previous Marketing Stunts

Duolingo is known for its bold and unpredictable social media marketing. Last year, they staged an elaborate April Fool’s prank, announcing “Duolingo on Ice!”—a fake multilingual musical featuring Duo.

During the 2025 Super Bowl, they also went viral for posting a video referencing Kendrick Lamar’s diss track lyrics and joking about Drake’s supposed demise during the halftime show.

The Future of Duolingo’s Social Media

Global senior social media manager Zaria Parvez has stated that Duolingo’s strategy is to keep language learning fun and engaging.

“Duolingo’s whole personality has always been about making language learning fun and doing fun things,” she said. The company’s online persona continues to blur the line between humor and brand engagement, making it one of the most recognizable voices in digital marketing.