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Duolingo | Duo's Death / Revive Duo | 2025
On February 11, 2025, Duolingo's green owl died. X's for eyes, tongue lolling out. Normally, killing off your own mascot would be a PR disaster. But this was actually the start of a "resurrection" that racked up 1.7 billion impressions.
VICTORIA BITTER | BOONIE | 2006
Buy a VB and you'd get a miniature figure of a real former cricket player delivered to your home, one that would start talking along with the TV broadcast. And they made 200,000 of them.
VIRGIN | Warren | 2004
In 2004, young Australians fell hard for an "incredibly unappealing, single and desperate" dork. His name was Warren. Speaking straight to camera in dating-video style, he was all confidence and zero charm—and yet somehow, totally unlovable as he was, Warren wormed his way into youth culture and became a legendary character who pushed Virgin Mobile to its highest-ever market ranking.