• by Sarah Mahoney , 2 hours ago

 
Few creatures can convey disappointment and disapproval quite so well as Duo, Duolingo’s own mascot. So when the brains behind the language app learned that while 62% of Americans are confident they can pronounce Hermès, only 15% get it right, they knew it was time to elevate Duo’s scoff to runway-worthy levels.

Working with Megan O’Cain, an alum of the reality show competition  “Next in Fashion,” the brand designed a hilarious capsule line, aptly named the Phonetic Collection. Duolingo is promoting the campaign with out-of-home ads across NYC. We had questions, and Duolingo CMO Manu Orssaud emailed us answers.

This interview has been edited for length and clarity.

Marketing Daily: You did this research with YouGov. What are some of the funniest designer butcherings the team heard while working on this? 

Manu Orssaud: We found that the “H” in Hermès has Americans in a chokehold: nearly 46% of respondents believe the luxury house’s name is pronounced with an H. Of the seven designer names we tested, it was the most intimidating, with 62% saying they weren’t confident they knew how to pronounce it correctly. 

Marketing Daily: How did the Duolingo staff do on these tests? 

Orssaud: There was definitely some spirited debate, but it was less about who could pronounce the names, and more about how to spell those pronunciations phonetically. The tricky part is that phonetic spellings can look different depending on the language you speak and the sounds you’re used to. For the Phonetic Collection, we ultimately optimized the spellings for an English-speaking audience so they would be as intuitive and useful as possible. 

Marketing Daily: Some fashion faux pas actually work, if the wearer can strut with enough confidence. Is there a pronunciation so bad it’s good, and can be worn with pride? 

Orssaud: We didn’t test for the most fashionable mispronunciation. But we’re big believers in trying, getting things wrong and learning from them. You’re not going to nail every new word the first time, whether you’re learning French or figuring out how to pronounce Loewe. If you get a tricky word wrong, Duo will be there to help you get it right eventually.

Marketing Daily: Will Duo show up at all at NYFW (please say yes!) If so, who will the Owl be wearing? 

Orssaud: Yes. We’re currently finalizing a runway video featuring the collection created with Megan O’Cain, which we’ll be able to share via YouTube, along with content of Duo appearing on Canal Street. We’ll also be capturing content from the Phonetic Collection Pop-Up at Null Object in New York City and will have more campaign imagery to share.

Marketing Daily: Fashion people love to humiliate people who aren’t in the know. So does Duo! How do you think he would handle Miranda Priestly? Is he the Anna Wintour of language apps? 

Orssaud: Miranda and Duo would either become best friends or mortal enemies. They share high standards, an intimidating presence and very little patience for people who haven’t done their homework. But where Miranda makes you feel bad for not knowing, Duo only makes you feel bad until you learn. He’d probably correct her pronunciation, threaten her streak, and then ask what she’s doing for lunch.

As for whether Duo is the Anna Wintour of language apps, we’ll let the fashion world decide. But among language-learning mascots with strong opinions and an iconic look, he’s certainly in a category of his own.