Duo, a bona fide Gen Z icon, has been central to Duolingo’s social media strategy for the last three years, especially on TikTok where the brand has 14.5 million followers.

The character has found fame interacting with trending audio and memes on the platform. See: showing up at Charli XCX and Troye Sivan’s Sweat tour and relentlessly trying to capture Dua Lipa’s attention.

Duolingo’s stunt is reminiscent of Planters’ decision to kill off, and resurrect, its mascot Mr. Peanut during the 2020 Super Bowl.