Controversy marketing: Lipton vs Duolingo

Written by
Visions Team
on
April 2, 2025

There’s nothing brands love more than a bit of chaos to get people talking. Whether it’s a fake product launch, a sudden “discontinuation” of a beloved item, or even a staged corporate meltdown, companies are leaning into what’s known as controversy marketing—the art of creating a stir to grab attention.

Lipton recently tried its hand at this by announcing the end of its popular Peach Ice Tea. Naturally, fans weren’t happy. Social media exploded with outrage, petitions, and dramatic farewell posts. But then, just 24 hours later, Lipton made a U-turn, claiming they’d “got the dates mixed up” and it was actually meant to be an April Fool’s joke. In March.

Peach Ice Tea fans in tears as Lipton announces it's being 'discontinued' -  Food & Drink - Tyla
Instagram post from Lipton Ice Tea explaining the discontinuation of the peach flavour.

It was a bizarre move, to say the least. And people weren’t convinced. Many saw it as a weak attempt at going viral, with some pointing out that Duolingo had pulled off a similar stunt far more successfully when they "killed off" their owl mascot, Duo.

So, what went wrong for Lipton? And why did Duolingo’s chaotic PR stunt actually work?

The Difference Between a PR Stunt and a PR Flop

Both Lipton and Duolingo were trying to use controversy marketing, but there’s a fine line between clever and cringeworthy. Let’s break it down.

1. Brand Identity Matters

One of the main reasons Duolingo’s stunt worked was because it fit perfectly with their brand. If you’ve ever been on their social media, you’ll know they love unhinged humour. Their TikTok comments are full of chaotic energy, and their users are already used to the idea that Duo is a slightly unhinged bird that will haunt you for skipping lessons.

So, when Duolingo announced that Duo had “died” waiting for users to practise their Spanish, people played along. The campaign even pulled in celebrities like Dua Lipa, and users were encouraged to "bring Duo back to life" by completing lessons. It was fun, engaging, and most importantly, expected from them.

Now, compare that to Lipton. They don’t exactly have a reputation for wild, tongue-in-cheek marketing. They sell iced tea. That’s it. So, when they suddenly pretended to cancel a flavour people genuinely love, it didn’t come across as playful—it just seemed like a bad business decision. The awkward “we got the dates mixed up” excuse only made things worse.

2. Timing and Execution

If you’re going to do an April Fool’s prank, maybe wait until April.

Lipton’s biggest blunder was dropping their fake discontinuation way too early. This meant people took it seriously, and by the time they backtracked, it just looked like poor planning rather than a joke.

Duolingo, on the other hand, went all in. Their stunt had storytelling, engagement, and a clear narrative. It wasn’t just “Duo is dead” – they made a whole murder mystery out of it, complete with conspiracy theories, celebrity reactions, and a proper payoff. It didn’t feel like they suddenly panicked and changed their minds.

3. Trust and Consumer Perception

The worst thing a brand can do is make its customers feel tricked.

Lipton’s stunt played with something that actually mattered to people. Peach Ice Tea is a fan favourite, and discontinuing it would have been a real loss to loyal customers. So, when Lipton reversed the decision, it didn’t feel fun—it felt like they were messing with people’s emotions.

Duolingo, on the other hand, didn’t actually take anything away from their users. Duo “dying” didn’t affect anyone’s ability to learn a language—it was just a silly online spectacle. No one was really losing anything, which made the whole thing feel lighthearted rather than manipulative.

What Can Brands Learn From This?

If companies want to use controversy marketing, they need to get a few things right:

  1. Make sure the stunt fits your brand. If your audience expects chaos, go for it. If they don’t, maybe rethink.
  2. Get the timing right. If you’re doing an April Fool’s joke, do it in April. Not March.
  3. Don’t toy with your customers’ trust. If people think you’re taking something away from them just for a joke, they won’t find it funny.

Lipton’s attempt at a viral moment didn’t quite land, but if nothing else, it got people talking. Just maybe not in the way they hoped.