TRENDING: DUOLINGO IS DEAD, MASCOT WARS & MY EMERGENCY CONTACT
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DUO THE DUOLINGO MASCOT IS DEAD
Duolingo the language app we all know and love, has long been a pioneer in TikTok marketing, crafting a strong, chaotic, yet instantly recognisable brand identity. At the core of this was ‘Duo’, the unhinged, chaotic owl mascot, whose antics—paired with the social media manager’s free rein—became a structural pillar of the brand’s online presence.
Then, without warning, Duolingo US shocked followers by announcing Duo’s death through two viral posts, with subsidiary accounts (France, Brazil, etc.) joining in with corresponding tributes, which were, also, just as chaotic, but a great strategy to introduce for people to learn more about the Duolingo lore in different languages.
What does this ‘death’ signify, and how does this apply for brands?
This could be a strategic pivot—either a bold PR stunt to generate buzz, a rebrand, or a deliberate move away from mascot-driven content, which many brands have since emulated. It also presents an opportunity for a new mascot leader or a shift in content strategy. So the call to action? To “pay respects” by completing a language lesson—an ingenious way to re-engage users and reinforce brand purpose.
2. THE START OF A TIKTOK MASCOT WAR
Duolingo’s mascot death has sparked a wave of brand participation, with companies like Scrub Daddy, Hootsuite, and Vita Coco jumping on the trend. Many are adding to the evolving lore—speculating on how Duo died or, in Scrub Daddy’s case, even demanding child support from the fallen owl.
How can brands use this?:
This trend is a great example of how brands can use cultural moments to stay relevant while maintaining their own unique voice.
Join the Conversation – If there’s a humorous or brand-relevant angle, now is the time to contribute to the Duo death saga.
Flip the Script – Acknowledging the sudden mascot resurgence by joking about how much you as a brand spent on the suit or the unexpected ‘mascot economy boom’.
3. MY EMERGENCY CONTACT
This trending sound is being used to showcase partners or best friends in their most unhinged, natural state—often doing something silly or completely out of context. While the trend has largely focused on male partners, there’s plenty of space for brands to play along by highlighting a quirky co-worker, boss, or even integrating their product into the chaos.
How can brands use this?
Lean into the humour by showing an exaggerated or outrageous way to consume your product. For example, for Shapes, someone’s partner meticulously plating Shapes, only to trip and spill them everywhere. Or alternatively, doing something chaotic while consuming shapes. By embracing the relatable absurdity of the trend, brands can create native, engaging content that resonates with audiences.
