In Mexico, "gallito" (cockerel) is the one who excessively brags about his qualities, especially his strength and bravery. It is the opposite of being "a chicken".

He is the bully, the “chingón”, the allegedly top dog. As a result, the brand plays

with this idea and its funniest parts, which take shape in legendary characters such

as Mauricio Garcés and Machete.