In February 2025, Duolingo, the language-learning app known for its wild social media stunts, pulled off one of its boldest moves yet: announcing the “death” of its iconic mascot, Duo the Owl. The viral campaign blended Drake drama, Kendrick Lamar’s Super Bowl spotlight, and a good dose of internet humor. Here’s how it all went down.
How it started
The chaos kicked off during the 2025 Super Bowl when Duolingo’s social media team started posting memes during Kendrick Lamar’s halftime show that not-so-subtly threw shade at Drake.
Then, on February 11, Duolingo shocked its followers by announcing Duo’s death: “It is with heavy hearts that we inform you that Duo, formerly known as The Duolingo Owl, is dead. Authorities are investigating the cause, and we are cooperating fully. To be honest, he probably died waiting for you to do your lesson, but what do we know?”
How it spread
News of Duo’s death quickly scattered across the internet, and other brands joined the conversation. Durex, the condom brand, commented, “Duo pulled out? Just like that?” on the announcement, while FedEx said, “wasn’t expecting this delivery.”
Adding fuel to the fire, Duolingo’s social media managers (who deserve a raise) began spreading theories about the cause of death in the comment sections of feeds everywhere.
On Complex’s post about the announcement, Duolingo commented, “He went to mock another owl that died this week and met the same fate.” When followers asked if there was a suspect in the comments, Duolingo replied, “Authorities are looking into a Canadian rapper currently.” Fans quickly connected the dots and pointed fingers at Drake, making their own jokes.
The most unhinged theory? Some fans speculated that Duo was faking his death to avoid a legal battle with the OVO founder. Duolingo, of course, played along, adding even more fuel to the fire. On X (formerly Twitter), the brand tweeted, “We’re currently investigating Jimmy,” a clever nod to Drake’s Degrassi character, Jimmy Brooks.
How it ended
While the internet kept mourning Duo, Duolingo’s team stayed in their bag. The app started selling Duo plushies in coffin-shaped boxes, doubling down on the unseriousness of the situation. “2025 has got us all knocked down, but not to worry! We’re monetizing grief because we are a corporation!” said their promo video.
This isn’t the first time Duolingo has gone viral, but it might be their most devious tactic yet, capitalizing on the ridicule of another owl at the perfect time. Perhaps another Celine-jean-wearing hater inspired them? Or they’re just one of many companies with a sense of humor trying to monetize the rap beef.
