Musburger's "all the Tostitos" call worth $2.5 million [VIDEO]

The new catchphrase makes a big buck impact.

The new catchphrase makes a big buck impact.

It's every brand manager's dream to see a celebrity endorsing their product--drinking it, driving it, wearing it, and whatnot.

And while no snack food manufacturer has yet succeeded in having its name subbed into the colloquial phrase, "all that and a bag of chips," sports announcer Brent Musburger seems to have launched a new expression that gave mega publicity to Tostitos corn chips on Monday night's college football BCS title game--or, officially, the Tostitos Bowl Championship Series National Championship Game.


As seen in this video, while Auburn prepared to kick its game-winning field goal, Musburger remarked, "This is for all the Tostitos," a catchphrase that instantly started swirling around cyberspace.

In an age where insidious product placement is everywhere, the line was apparently not a Frito Lay ad. On Twitter, CNBC's Darren Rovell estimated the "All the Tostitos" utterance "was worth $2.5 million in equivalent advertising," or the value of a 90-second ad, as it was heard by some 27.3 million viewers.

Interestingly, Musburger has used the phrase before, as evidenced in this video when he remarked about Ohio State's chance to play in the 2002 Tostito's Fiesta Bowl.