ALAMAT Celebrates ‘Happymess’ Moments with Cheers as New Brand Ambassadors

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Watch ALAMAT’s exciting new anthem turn household chores into a celebration of life’s messiest, most memorable moments in Cheers’ latest campaign.

PRESS RELEASE

P-pop Group ALAMAT Brings Music and Meaning to the Mess in ‘Cheers to Happymess’ Campaign

ALAMAT named Cheers’ first brand ambassadors, reimagining kitchen mess at home

Philippines – P-pop group ALAMAT brings a musical twist to household routines as the first-ever brand ambassadors of Cheers, a Filipino kitchen hygiene brand under Sanitary Care Products Asia, Inc. (SCPA).

The group headlines Cheers to Happymess,  a new campaign that redefines kitchen mess as something worth celebrating — a proof of moments shared, meals cooked with care, and memories made at home. From flour-dusted counters to sticky plates after a family gathering, Cheers wants Filipinos to see these not as chores to dread but as reminders of connection and everyday life. 

At the center of the campaign is the Happymess Anthem, an upbeat track performed by ALAMAT. Known for their catchy hooks and genre-blending style, the group brings a lively, danceable energy to the song, turning routine clean-ups into lighter, feel-good moments. More than background music, the anthem highlights how small, messy moments can bring people together. The official music video premiered across Cheers’ Facebook, Instagram, TikTok, and YouTube pages.

“For most people, cleaning feels like a boring routine, and mess is often seen as a problem or even as proof that something’s wrong,” said Alvin Mendaros, Brand Manager of Cheers. “However, studies show that listening to music while doing chores can lift the mood, boost energy, and make tasks easier to handle. This inspired us  to collaborate with ALAMAT on a jingle that adds energy and fun to daily cleanups.”

Known for blending modern pop with strong cultural identity, the six-member group is recognized for multilingual lyrics and performances rooted in Filipino pride. Cheers shares the same local spirit and has remained a staple in many Filipino households for its range of paper napkins, tissue, storage bags, disinfecting wipes, dishwashing liquids, plates, and other kitchen essentials.

‎Mendaros said ALAMAT’s strong connection with young Filipinos, from students and young professionals to growing families, makes the collaboration a natural fit to blend music, culture, and the everyday moments that happen in the kitchen, which many see as the heart of the home.

The new campaign, he explained, puts that idea at the center. ‎”The ‘Cheers to Happymess’ campaign celebrates the joyful chaos of everyday life— the spilled sauces, the crumbs, the dirty dishes after a good meal,” Mendaros said. “Behind every mess is a memory, and behind every memory is a story worth keeping. Cheers has always been more than a kitchen hygiene partner, as we are committed to being part of the real moments that truly matter. This is just the beginning of planned activities to remind people that a little mess is proof of life being lived together.”

Cheers to Happymess encourages families and young people alike to see the spills, crumbs, and clean-ups that come with cooking and sharing meals as moments that bring people closer at home.

For updates and to watch the campaign video, visit https://www.facebook.com/CheersPh. 

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ABOUT CHEERS

Cheers is a Filipino brand under Sanitary Care Products Asia, Inc. (SCPA) that provides a wide range of kitchen and party essentials trusted by Filipino households. 

As a total kitchen hygiene partner, Cheers offers products across tissue, non-tissue, and chemical categories, including paper towels, table napkins, kitchen towels, storage and freezer bags, eco-friendly plates and cutlery, dishwashing liquids, disinfecting wipes, and other everyday items. Cheers aims to make home clean-ups practical and convenient for families, young professionals, and solo dwellers alike.

Benefits

  1. Reimagines cleaning routines as fun, energizing activities.
  2. Encourages family bonding over kitchen clean-up moments.
  3. Transforms everyday messes into reminders of shared experiences.
  4. ALAMAT’s musical talent makes the campaign relatable and fun.
  5. Promotes a positive attitude towards household chores and messes.
  6. Celebrates Filipino culture and identity through music and collaboration.
  7. Cheers products simplify kitchen clean-ups, offering a range of practical solutions.
  8. The campaign encourages people to embrace the beauty of imperfections.
  9. The anthem boosts mood and motivation during daily tasks.
  10. ALAMAT’s popularity resonates with a wide audience, including young families.

Insights

  • Music can transform mundane tasks into enjoyable experiences.
  • Filipino pride is a powerful tool in marketing campaigns, enhancing relatability.
  • Millennials and Gen Z are more likely to connect with brands that emphasize fun and personal connection.
  • Brand ambassadorships with local icons, like ALAMAT, create deep emotional connections.
  • Messes in the kitchen are universal moments that families and individuals share.
  • Clean-up routines don’t have to feel like a chore when paired with fun music.
  • The Cheers brand aims to position itself as a partner in everyday life, not just a product provider.
  • Modern Filipino households value convenience and emotional connections in their kitchen products.
  • A strong anthem can become a cultural symbol for a brand, long after the campaign ends.
  • Engaging visuals and music content can amplify a brand’s digital presence.

Conclusion

Cheers’ “Happymess” campaign, led by ALAMAT, offers a refreshing take on the daily kitchen mess that every Filipino household experiences. By turning routine clean-ups into joyful moments, the campaign highlights the importance of family, togetherness, and creating memories—transforming the mess into a symbol of love and connection. With the infectious Happymess Anthem, ALAMAT and Cheers show that every messy moment is worth celebrating, reminding us all that the kitchen is truly the heart of the home.

Link Resources

  1. Facebook page: https://www.facebook.com/CheersPh 
  2. Instagram: https://www.instagram.com/cheers_ph/ 
  3. TikTok: https://www.tiktok.com/@cheers_ph 
  4. YouTube: youtube.com/@CheersPH 
  5. Website: shophygiene.com.ph/brands/cheers

Key Phrases

  1. ALAMAT P-pop group
  2. Cheers to Happymess
  3. kitchen mess celebration
  4. Happymess Anthem
  5. Filipino household essentials
  6. ALAMAT and Cheers partnership
  7. Filipino pride in music
  8. kitchen hygiene campaign
  9. ALAMAT brand ambassadors
  10. everyday mess moments

Best Hashtags

  1. #CheersToHappymess
  2. #ALAMATxCheers
  3. #KitchenMessCelebration
  4. #HappymessAnthem
  5. #PpopInTheKitchen
  6. #ALAMATForCheers
  7. #FilipinoPride
  8. #MessyMoments
  9. #KitchenBonding
  10. #CheersHappymess

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