{"id":7930,"date":"2025-02-11T21:05:29","date_gmt":"2025-02-12T02:05:29","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/02\/11\/rip-duo-the-duolingo-mascot\/"},"modified":"2025-02-11T21:05:29","modified_gmt":"2025-02-12T02:05:29","slug":"rip-duo-the-duolingo-mascot","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/rip-duo-the-duolingo-mascot\/7930\/","title":{"rendered":"RIP Duo, the Duolingo Mascot"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Heather Taylor, Editor-in-Chief, PopIcon<\/em>\r\n\r\nPerhaps we were too hasty to make declarations that 2025 is the year of the brand mascot. Or were we?\r\n\r\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2025\/02\/duo_duolingo_IG.png\" alt=\"\"\/><\/figure>\n\r\n\r\nNot even a week after Super Bowl LIX and one day after the return of the Shamrock Shake \u2014 both brand mascot-heavy moments in the cultural zeitgeist \u2014 language education platform Duolingo announced via social media the death of their iconic brand mascot, <a href=\"https:\/\/popicon.life\/duolingo-owl\/\" target=\"_blank\" rel=\"noopener\">Duo<\/a>.\r\n\r\nIs this news shocking? Of course. Are we holding space to remember the life and times of this character? Certainly. Rest in peace, Duo. Gone, but never, ever forgotten.\r\n\r\nBut do we have a suspicion that something\u2019s not quite adding up? 100%.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Death of Duo<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">We\u2019re not strangers to the concept of a brand mascot passing away although it is fairly unusual. Most mascots are more likely to enter retirement than get phased out of their lifecycle completely.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Many may recall the death of <a href=\"https:\/\/popicon.life\/brand-mascots-tribute-mr-peanut\/\" target=\"_blank\" rel=\"noopener\">Mr. Peanut<\/a> playing out before millions during Super Bowl LIV, the legume\u2019s rebirth as Baby Nut, and the character\u2019s gradual growth spurt back to becoming Mr. Peanut by the end of 2020.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">When Mr. Peanut was announced deceased, renowned brand mascots like Mr. Clean, the Kool-Aid Man, Nesquik Bunny, Tony the Tiger and Cheerios\u2019 Buzz Bee all expressed their condolences on X (then Twitter) with the hashtag #RIPeanut.<\/p>\n\n\n\n\n\n<blockquote class=\"instagram-media\" style=\"background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);\" data-instgrm-captioned=\"\" data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/DF79IjgxfuE\/?utm_source=ig_embed&amp;utm_campaign=loading\" data-instgrm-version=\"14\">\n<p>&nbsp;<\/p>\n<p>View this post on Instagram<\/p>\n<p>&nbsp;<\/p>\n<\/blockquote>\n<p><script async src=\"\/\/www.instagram.com\/embed.js\"><\/script><\/p>\n\n\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Duo\u2019s passing has not received quite had the same turnout as Mr. Peanut. Yes, there are more than 20,000 comments on the Instagram post but we\u2019re having a hard time tracking down responses from mascots.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">At least the Celestial Seasonings\u2019 Sleepytime Bear left an \u201crip bestea\u201d comment.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This segues into Duo\u2019s Instagram obituary and the subsequent TikTok of the funeral.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s get into what makes this a marketing stunt. (Not to speak prematurely ill of the dead or anything, but c\u2019mon\u2026 this is the advertising industry we\u2019re talking about here.)<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><blockquote class=\"tiktok-embed\" cite=\"https:\/\/www.tiktok.com\/@duolingo\/video\/7470231646059679022\" data-video-id=\"7470231646059679022\" data-embed-from=\"oembed\" style=\"max-width:605px; min-width:325px;\"> <section> <a target=\"_blank\" title=\"@duolingo\" href=\"https:\/\/www.tiktok.com\/@duolingo?refer=embed\">@duolingo<\/a> <p>RIP DUO <a title=\"duolingo\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/duolingo?refer=embed\">#duolingo<\/a>  Duolingo\u2019s full name credit to @ alex_elle on Threads<\/p> <a target=\"_blank\" title=\"\u266c Dixon Dallas Good Lookin - Jake Hill\" href=\"https:\/\/www.tiktok.com\/music\/Dixon-Dallas-Good-Lookin-7246875664606087982?refer=embed\">\u266c Dixon Dallas Good Lookin &#8211; Jake Hill<\/a> <\/section> <\/blockquote> <script async src=\"https:\/\/www.tiktok.com\/embed.js\"><\/script><\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>1. We need to talk about the funeral procession.<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">Absolutely not to all of this. Duo in an open casket? Wheeled out in the back of a pickup truck? No brand mascots in attendance?! This is <em>not<\/em> the way a beloved character is memorialized.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Duo\u2019s personality wouldn\u2019t mesh with a stuffy funeral service, but the idea of this bird not getting a lively, affectionate tribute is truly bizarre. You can\u2019t tell me this funeral is happening in the middle of February with no other characters in attendance. That\u2019s just cold-hearted.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>2. The Instagram obituary is strange, and that&rsquo;s putting it mildly. <\/strong><\/h3>\n<p class=\"wp-block-paragraph\">There\u2019s a nod to respecting pop star Dua Lipa\u2019s privacy (the Duo-Dua pipeline remains strong), a semi-salty sentence saying Duo\u2019s death is the fault of Duolingo users for not completing their lessons, and something about sharing your credit card number if you share the IG post in your Stories so you can be automatically signed up for Duolingo Max. (We\u2019re guessing that would be to Duolingo what HBO Max is to HBO.)<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Again, it\u2019s bad taste to imply a mascot\u2019s obit is anything but authentic but the credit card aspect reads as spam, spam, <em>spam<\/em> to us.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2025\/02\/duo_duolingo_funeral.png\" alt=\"\"\/><\/figure>\n\r\n<h3 class=\"wp-block-heading\"><strong>3. The end of the TikTok insists you do a Duolingo lesson instead of sending the character flowers.<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">To this we cry out, STUNT! It was already bad enough watching this neon green bird who thrived during Brat summer get carted off in the back of a truck with no friends in attendance, but not to be given any flowers?! It\u2019s giving Duo comes back as a ghost bird avatar who haunts everyone on the app.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Maybe <em>that\u2019s<\/em> what happens when you don\u2019t finish your lesson\u2026<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Rest in peace, Duo. We, uh, hope you don\u2019t necessarily come back with a vengeance. But we do hope for some sort of reincarnation. Maybe you\u2019ll take a cue from Mr. Peanut and go the Baby Duo route.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>About the Author<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Heather Taylor is the senior writer and editor-in-chief of PopIcon, Advertising Week\u2019s blog about brand mascots. Got a pitch on brand mascots or want to wax nostalgic about characters? Drop her a line at <a href=\"mailto:howveryheather@gmail.com\">howveryheather@gmail.com<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Perhaps we were too hasty to make declarations that 2025 is the year of the brand mascot. Or were we?<\/p>\n","protected":false},"author":7,"featured_media":7931,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-7930","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>RIP Duo, the Duolingo Mascot | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/rip-duo-the-duolingo-mascot\/7930\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"RIP Duo, the Duolingo Mascot\" \/>\n<meta property=\"og:description\" content=\"Perhaps we were too hasty to make declarations that 2025 is the year of the brand mascot. 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