Sourav Choudhary Duolingo’s decision to “kill” its beloved owl, Duo, sparked a viral reaction, but is shock-value branding a sustainable strategy?
In 2020, Planters’ Mr. Peanut met an untimely end—only to be reborn as Baby Nut during a high-profile Super Bowl campaign. Five years later, history repeated itself with Duolingo’s Duo the Owl. On February 11, the language-learning app declared Duo’s demise, sending social media into a frenzy. The campaign invited speculation about the cause of death (a Cybertruck, allegedly) and the conditions for resurrection—conveniently tied to user engagement with the app. Two weeks later, Duo was back with the tagline: “Legends never die.”
The numbers suggest success: According to analytics firm Metricool, Duolingo’s engagement across social platforms surged 346% in the days following the announcement, with a 52% engagement rate on Instagram alone. Brands including Scrub Daddy, Byoma, and even Dua Lipa joined in the spectacle, amplifying its reach.
But is this a viable long-term strategy? Marketing experts warn that while such stunts create buzz, they risk alienating core users if perceived as gimmicky or manipulative. Planters’ Mr. Peanut campaign saw mixed reactions, and some brands that attempt “shock marketing” often struggle to sustain meaningful engagement beyond the initial stunt.
As more brands explore similar tactics, the key lies in execution. Marketers should consider whether their audience will embrace the humor—or see it as a desperate grab for attention. Authenticity and brand alignment remain critical. Duolingo, known for its irreverent tone, pulled it off. But for others, throwing a mascot under the metaphorical bus might not be worth the gamble.
