Duolingo, the world’s largest language learning platform, has shocked its followers with a stunning announcement: the death of its iconic mascot, the green owl known as Duo. Through the social network X, the company shared an official statement on February 11, sorrowfully declaring: “With great regret, we inform you that Duo, formally known as The Duolingo Owl, is dead.”

The announcement has sparked a significant conversation on social media, with thousands of users reacting to the surprising news. However, behind this shocking revelation lies a marketing strategy by Duolingo, a brand known for its innovative campaigns and ability to generate engagement with its community.

an important message from Duolingo pic.twitter.com/jTTT680yVs

— Duolingo (@duolingo) February 11, 2025

Why Did Duolingo Kill Off Its Own Mascot?

Duo’s “death” is part of Duolingo’s latest marketing campaign, designed to capture the audience’s attention and strengthen its presence on social media. In the statement, the company claimed that “authorities are investigating the cause of his death” and sarcastically added that “he probably died waiting for you to do your lesson.”

The humorous tone of the campaign is nothing new for Duolingo, whose social media strategy has been characterized by the use of memes, pop culture references, and an irreverent posting style. Additionally, the company took the opportunity to promote its Duolingo Max subscription, asking users to leave their credit card numbers in the comments to “honor Duo’s memory.”

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How Has the Community Reacted to Duo’s Death?

Duolingo users have responded with a mix of surprise, sadness, and humor to the news. Many have shared memes and comments on social media, recalling the owl’s persistence in sending notifications to complete their language lessons. Others have speculated on who might be “responsible” for his death, making references to recurring jokes within the app’s community.

The company even mentioned in its statement, “Please respect Dua Lipa’s privacy during this difficult time,” a reference to a previous campaign in which Duo professed his love for the British singer. These kinds of details strengthen Duolingo’s connection with its community, which is already accustomed to its unconventional strategies.

Is This the First Time Duolingo Has Done a Campaign Like This?

No. Duolingo has a history of creative and eye-catching campaigns. In the past, the company has carried out similar marketing strategies to generate conversation and attract public attention. For example, on April Fool’s Day 2024, Duolingo announced a fake musical titled Duolingo on Ice!, where Duo starred in a four-hour multilingual spectacle.

More recently, during the 2025 Super Bowl, the brand posted a video of a “new music lesson,” in which Duo analyzed the line “Trying to strike a chord and it’s probably a-minor” from Kendrick Lamar’s song Not Like Us. Additionally, they shared an image of the owl crying, with the text “Drake after attending his own funeral on national TV,” referencing the halftime show.

Although Duo’s death seems final, Duolingo has hinted that this is not the end of the story. In its statement, the company mentioned, “We know that no owl as dedicated as Duo simply dies without a story behind it,” inviting followers to stay tuned to their social media channels to discover “the shocking (and possibly absurd) truth behind his tragic fate.”

This campaign reinforces Duolingo’s identity as a disruptive brand in the online education world, maintaining its focus on making language learning a fun and interactive experience. The question now is: what’s next in this story? Will Duo be resurrected? Or will we meet a new character who takes his place?

Duolingo followers will have to keep an eye on the brand’s upcoming posts, which will undoubtedly continue to surprise with its unique style of digital marketing.

Who is Duolingo’s CEO?

Luis von Ahn, Ph.D., has served as the CEO and board member since he founded Duolingo with Severin Hacker in August 2011. Previously, he served as CEO of reCAPTCHA from 2007 until its acquisition by Google in 2009. Luis holds a B.S. in Mathematics from Duke University and a Ph.D. in Computer Science from Carnegie Mellon University.