In recent years, the avocado has become one of the most profitable commodities on the global market, to the point of being referred to in Mexico as green gold. The exponential increase in international demand has turned its production into a highly valuable economic sector, attracting the interest of organized crime. In some Mexican regions, avocado cultivation and distribution are now marked by labor exploitation, territorial control, violence, and illegal trafficking, revealing a clear gap between the product’s positive image and the real conditions of its supply chain.

Avocartel’s visual identity draws on the language of pop crime: bright colors, references to Mexican culture, and an apparently positive aesthetic that contrasts with the harshness of the content. The vibrant color palette, the ironic tone of voice, and the payoff “Más compra, más vida” construct a deliberately ambiguous imagery, in which visual appeal masks a deeply disturbing message.

The Avocartel experience is designed as an ascending climax toward truth. In the first phase, the user is attracted by the brand’s ambiguity; in the second, they experience an intuitive and reassuring act of purchase; only at the moment of weighing, through the Bilancia Libre, are they confronted with reality. The final revelation breaks expectations and forces the consumer to face the true cost of the product.

At the core of the system is the scale Libre, a device that integrates analog and digital components to measure not only the physical weight of the avocado but also its “social weight.” Through four needles, it translates economic value into the number of exploited workers, lootings, kidnappings, and human victims.

At the end of the experience, the scale releases a label that functions both as a receipt and as a tool of denunciation. The user is invited to spread the message in public spaces by applying the labels and sharing the content. Avocartel deliberately adopts the logics of contemporary marketing, loyalty strategies, merchandising, social media, and web site, to critically expose the mechanisms of consumer persuasion.