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.