By Alejandro Lacrose

This week, the internet witnessed one of the most unexpected farewells of the year: Duo, Duolingo?s iconic green owl, has died. Or at least, that?s what the official account of the language-learning app on X (formerly Twitter) claims.

The announcement was shocking (and somewhat suspicious): "With great sorrow, we inform you that Duo, formally known as Duolingo Owl, has passed away. Authorities are investigating the cause of death, and we are fully cooperating. To be honest, he probably died waiting for you to complete your lesson..."

Marketing campaign? Disruptive strategy? Karma for ignoring its passive-aggressive notifications? Who knows. What?s certain is that this move caused a boom on social media, with memes, comments, and brands joining Duo?s virtual funeral.

INTERNET BEING INTERNET

From the European Space Agency claiming that Duo is already in another galaxy, to PlayStation, Xbox, and even KFC France joining the farewell, the phenomenon turned into a global-scale collective meme. Even Dua Lipa, Duo's unrequited crush, was mentioned in the announcement.

But it wasn?t all laughs. Some people in Latin America criticized the tone of the campaign, especially due to its reference to disappearances and deaths?a sensitive topic in the region.

The truth is, beyond the humor, there?s a lesson here: brands that know how to adapt to trends and connect with their community have a significant advantage. Duolingo did what it does best?grab attention, even if in the most drastic way possible.

THE GOOD THING IS, THERE?S ALWAYS SOMEONE TO HELP US WITH ENGLISH?

If you feel lost without Duo reminding you to do your lesson, don?t worry. You can still learn English (or Portuguese) with VLA.

No threats. No terrifying notifications. Just live classes, real support, and international certifications that open doors to job opportunities.