Duo, the owl mascot that reminds users of the Duolingo app to do their language lessons, is “dead,” the company announced on social media Tuesday.

“It is with heavy hearts that we inform you that Duo, formally known as The Duolingo Owl, is dead. Authorities are currently investigating his cause of death and we are cooperating fully. [To be honest], he probably died waiting for you to do your lesson, but what do we know,” Duolingo wrote in its initial announcement.

The company also asked that people respect the privacy of popstar Dua Lipa, presumably due to the similarity between her name and Duo’s. Ms. Lipa has not posted anything in recognition of the marketing stunt on her social media accounts.

In a follow-up post, Duolingo posted an “in memoriam” graphic for “Duo Keyshauna Renee Lingo,” with a lifespan of 1000 B.C. to 2025 A.D., asking that instead of flowers, “mourners” should do a Duolingo lesson.

The company then said in a reply that it was investigating an unspecified person named Jimmy.

“It is with great sorrow that we announce the passing of our beloved mascot, Duo the Owl. For years, he tirelessly reminded millions to do their language lessons—sometimes with gentle nudges, sometimes with sheer, unhinged persistence. But even the most relentless of birds can only take so much,” a company spokesperson told Ad Age.

Tuesday’s social media stunt is not the first time a company has axed its mascot. In 2020 ahead of Super Bowl 54, Planters killed off its iconic Mr. Peanut, 104 at the time, in a teaser showing him falling off of a cliff and getting caught in an explosion.

The company’s Super Bowl ad then showed people at his funeral and the introduction of a resurrected baby version of the mascot, according to Ad Age. 

Mr. Peanut was returned to adulthood in 2021.

• Brad Matthews can be reached at [email protected].