Bicol Beats & Summer Treats: ALAMAT Kickstarts Regional Kitchenpalooza in Legazpi

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P-pop sensation ALAMAT heats up Legazpi City with the debut of the “Summer Cheers” anthem, marking the brand’s first major regional expansion.

PRESS RELEASE

Alamat Debuts New Summer Anthem at Cheers Kitchenpalooza Regional Kickoff in Bicol

Cheers launches its “Summer Cheers” campaign, celebrating the everyday chaos that comes with shared summer moments.

Legazpi City, Albay — Summer heats up in Bicol as P-pop sensation ALAMAT headlined the regional kickoff of Cheers Kitchenpalooza in Bicol, unveiling the brand’s new “Summer Cheers” anthem through a live performance and exclusive first screening of its music video ahead of its official online release.

Held at Ayala Malls Legazpi, the event marked the first regional stop of Cheers’ nationwide summer campaign, bringing together music, interactive activities, and community engagement as part of its push to connect with audiences beyond Metro Manila.

At the heart of the campaign is the “Summer Cheers” jingle, a pop track performed by ALAMAT that captures familiar Filipino summer moments, from beach trips and road adventures to casual gatherings with friends and family,  reflecting the campaign’s core idea of “happymess,” which reframes everyday spills and kitchen messes as part of shared, memorable experiences worth celebrating.

Cheers’ community of “Messties” was given early access to the music video before its digital release, followed by a live performance by ALAMAT, who also performed fan-favorite tracks and shared insights into the creative process behind the collaboration.

The event featured interactive on-ground activations and activity zones designed to mirror the campaign theme, including game booths, craft stations, and experiential setups that encouraged participation and reinforced the brand’s positioning around everyday kitchen moments

The campaign builds on the concept of the “Cheers Total Kitchen Journey”, which highlights how the brand supports different stages of daily routines and gatherings, from cooking and hosting to post-meal clean-up, positioning kitchen messes as part of the experience rather than an inconvenience.

Alvin Mendaros, Cheers Brand Manager, shared that the campaign reflects the realities of Filipino households during the summer season, “Summer is an active season for Filipino households, where shared meals and gatherings create everyday moments at home. Through the Summer Cheers campaign, we want to show that kitchen moments–often seen as messy—are actually part of happy experiences. This year’s regional rollout further strengthens our connection with consumers by bringing the campaign closer to where these moments naturally happen,” he said.

For ALAMAT, the collaboration highlights music’s role in translating everyday experiences into something more relatable and communal. “Music has always been a powerful way to connect people to everyday experiences. With Summer Cheers, we wanted to transform familiar, unfiltered summer moments into something people can truly feel and relate to–whether it’s time with friends, family, or spontaneous celebrations,” said Taneo, ALAMAT’s leader.

First launched in Manila in 2025, Cheers Kitchenpalooza introduced ALAMAT as the brand’s ambassadors and positioned the event as a large-scale “kitchen party” experience. This year, the campaign expands to key regions nationwide, signaling a broader effort to engage local communities, including upcoming legs in the Visayas and Mindanao. 

The “Summer Cheers” jingle was made available on Spotify, while the official music video premiered across Cheers’ Facebook, Instagram, TikTok, and YouTube pages.

For more information about Cheers, visit facebook.com/CheersPh.

Benefits of the ‘Summer Cheers’ Experience

  1. Emotional Reframing: Turns the “stress” of a messy kitchen into a celebrated “happymess.”
  2. Cultural Resonance: Utilizes P-pop (ALAMAT) to connect with younger generations and families alike.
  3. Regional Inclusivity: Brings major brand activations to Bicol, Visayas, and Mindanao—not just Manila.
  4. Practical Solutions: Showcases Cheers’ range of eco-friendly plates, cutlery, and high-absorbency towels in action.
  5. Community Engagement: Rewards the “Messties” community with early access and exclusive content.
  6. Interactive Learning: Game booths and craft stations teach practical hygiene and organization tips.
  7. Multi-Sensory Marketing: Combines live music, visual storytelling, and hands-on product experiences.
  8. Sustainability Focus: Highlights the brand’s commitment to reliable and safe raw materials (via SCPA).
  9. Real-Life Relatability: Focuses on “unfiltered” summer moments rather than staged perfection.
  10. Omnichannel Access: The anthem is available on Spotify and TikTok, making the campaign accessible anywhere.

Insights: Why Kitchenpalooza is Winning in 2026

  1. The Rise of P-Pop Ambassadorship: Using ALAMAT isn’t just about fame; it’s about aligning with a group that values Filipino culture and storytelling.
  2. Decentralizing the Hype: Moving major events to Legazpi acknowledges the massive consumer power of the regions.
  3. The Psychology of Cleanup: By calling it “happymess,” Cheers reduces the “mental load” associated with household chores.
  4. Content is King: Launching a music video before its online release creates “event-style” urgency for fans.
  5. Total Kitchen Journey: Cheers is positioning itself as a partner for the entire routine, not just a one-off tissue brand.
  6. The “Messties” Paradigm: Building a named community creates brand loyalty that survives beyond a single season.
  7. Summer as an “Active” Season: The campaign correctly identifies summer as a peak time for household consumption and gathering.
  8. Digital/Physical Synergy: Using Spotify and TikTok to supplement on-ground events ensures a wider “Summer Cheers” reach.
  9. Hygiene with Heart: Leveraging the 30-year history of SCPA provides a foundation of trust for new, fun campaigns.
  10. Narrative Consistency: The transition from the 2025 Manila “Kitchen Party” to the 2026 Regional Tour shows a clear, long-term brand vision.

Conclusion

Cheers Kitchenpalooza in Bicol has set a high bar for summer activations in 2026. By blending the cultural weight of ALAMAT with a relatable, “mess-positive” philosophy, Cheers is doing more than selling kitchen towels—they are selling the freedom to enjoy life’s little spills. As the tour moves toward Visayas and Mindanao, the message remains clear: summer is meant to be messy, and Cheers is here to make sure that mess stays “happy.”

Aabout 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.

For more information about Cheers:

About Sanitary Care Products Asia

Established in 1996, Sanitary Care Products Asia, Inc. (SCPA) offers reliable and accessible hygienic products for everyday use. Its brands include Sanicare, Femme, Tisyu, Cheers, Naturale, and Jade, which provide a wide range of hygiene essentials for Filipinos. SCPA is committed to using only safe and premium raw materials to ensure the quality and safety of its products.

For more information about SCPA:

Key Phrases

  1. ALAMAT Summer Cheers anthem debut
  2. Cheers Kitchenpalooza Bicol regional kickoff
  3. Filipino kitchen hygiene partner Cheers
  4. Happymess summer campaign 2026
  5. Cheers Messties community Legazpi event
  6. P-pop brand ambassadors Philippines
  7. Sanitary Care Products Asia summer rollout
  8. Alvin Mendaros Cheers Brand Manager
  9. Ayala Malls Legazpi Kitchenpalooza
  10. Total Kitchen Journey Cheers campaign

Best Hashtags

#SummerCheers #ALAMAT #Kitchenpalooza #Happymess #CheersPH #PPop #BicolEvents #LegazpiCity #KitchenEssentials #Messties

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