The phrase combines Lionel Messi, the Argentine footballer known worldwide simply as Messi, with Chocapitos, a chocolate cereal sold by Lidl that is familiar in Spain and Portugal. The clip circulated on user soundboards under tags referencing Messi and Chocapitos do Lidl, shared mainly as a short prank audio rather than from an official advert or broadcast. Its humor comes from that unexplained pairing, so it spread through short edits, chats and meme pages where random, repeatable voice lines are reused as reactions to football moments and everyday jokes.