Cheers Kitchenpalooza: An Immersive Celebration of Family, Food, and the ‘Happymess’ Found in Every Filipino Kitchen

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The heart of the Filipino home is the kitchen, and Cheers celebrated its beautiful “Happymess” at a major event in Manila. ALAMAT’s leader, Taneo, shared that the campaign felt natural, reminding everyone that “every spilled ingredient or sticky plate is part of the story of togetherness.” Learn about the interactive zones and keepsakes that made Kitchenpalooza a memorable pre-holiday festival for the “Messties.”

PRESS RELEASE

P-pop group ALAMAT highlights how music makes cleaning fun at ‘Cheers ‘Kitchenpalooza’

Cheers debuts ‘Kitchenpalooza,’ turning everyday Filipino kitchen moments into an uplifting, music-filled celebration of “Happymess.”

Philippines – ALAMAT headlined the inaugural “Cheers Kitchenpalooza” as Cheers, the Filipino kitchen hygiene brand, brought the message of its “Cheers to Happymess” campaign to life at the SM Mall of Asia (MOA) Music Hall, highlighting how music can lift moods while doing kitchen chores. Grounded in the campaign’s idea that mess is proof of care and shared experiences, the event reimagined the familiar spills, splatters, and kitchen chaos as meaningful moments of connection, celebration, and togetherness.

As Cheers’ first-ever public event under the campaign, Kitchenpalooza reflected the brand’s mission of turning everyday household moments into fun memories worth keeping. By pairing reliable kitchen hygiene products with music, the festival-style program made tidying up fun while creating interactive, family-friendly experiences that celebrated the joy in everyday kitchen routines.

The collaboration with ALAMAT embodied the idea of bringing music into household chores. Known for blending P-pop with multilingual storytelling with Filipino cultural pride, the six-member group infused the event with youthful energy. Earlier this year, ALAMAT released the upbeat, danceable “Happymess Anthem,” drawing on studies showing that listening to music can boost energy and make chores easy to handle.

Kitchenpalooza transformed that idea into an immersive experience through a variety of interactive activities. Guests explored themed zones, including AR reflex games, a craft station for personalized Cheers aprons, the plinko-style Happymess drop, and a human claw machine filled with treats. A life-sized refrigerator wall served as a photobooth for the brand’s growing Cheers’ community of “Messties,” giving attendees fun and festive keepsakes inspired by real Filipino kitchens.

The event highlighted how Filipino households often gather in the kitchen, where shared meals and preparations leave behind traces of flour, crumbs, spills, and used cookware. Through the campaign, Cheers encourages families to see these not as chores to hide but as signs of care, warmth, and time spent together.

During their performance, ALAMAT treated the audience to several crowd favorites, including “Day and Night” and “LuzViMinda.” They also took part in the Kitchenpalooza activities, joining fans in the booths, sharing stories about their favorite kitchen moments, and talking about how the “Happymess Anthem” reflects everyday Filipino experiences. 

“Being part of the campaign and Kitchenpalooza was a relatable and amazing experience,” said Taneo, leader of ALAMAT. “We loved turning the everyday moments in the kitchen into a song that everyone can enjoy. It’s about celebrating cooking moments that bring families together.”

He added, “Partnering with Cheers felt very natural. The Happymess Anthem reminds us that what might seem like a mess is actually a sign of connection and memories being made. Every spilled ingredient or sticky plate is part of the story of togetherness.”

Alvin Mendaros, Brand Manager of Cheers, said ALAMAT’s strong connection with young Filipinos—from students and young professionals to growing families—makes the collaboration a natural fit for blending music, culture, and the everyday moments that happen in the kitchen, which many consider the heart of the home.

“Cheers Kitchenpalooza was our way of bringing the ‘Cheers to Happymess’ campaign into the heart of the holiday season,” Mendaros added.“Behind every mess is a memory worth keeping. Cheers has always been more than a kitchen hygiene partner. We hope to be part of the real, unscripted moments that matter. This is just the beginning of activities that remind people that a little mess is proof of life being lived together.”

Cheers Kitchenpalooza ended with a reminder that the best memories are often made in moments of joyful imperfection, in the laughter, the shared cleanups, and the Happymess found in every Filipino kitchen.

For more information about Cheers, 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.

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:

Benefits

  • Successfully launches the “Cheers Kitchenpalooza” public event, creating significant on-the-ground and digital buzz.
  • Reinforces the core message of the “Cheers to Happymess” campaign: Mess is proof of care, shared experiences, and togetherness.
  • Maximizes the ambassadorship of P-pop group ALAMAT, capitalizing on their youthful energy and connection with young Filipino families.
  • Translates a marketing concept (music makes chores fun) into a tangible, interactive event experience (AR games, themed booths, “Happymess Anthem”).
  • Positions Cheers as an innovative and culturally relevant brand that understands and celebrates the dynamics of the Filipino kitchen/home.
  • Generates positive media content and social media sharing through celebrity presence, interactive photobooths, and festive visuals.
  • Highlights the brand’s wide product range (tissue, non-tissue, chemical) by integrating them into the event’s theme of celebratory clean-up.
  • Appeals to the target market (students, young professionals, growing families) by blending music, culture, and everyday routines.
  • Sets a precedent for future public events and activities for the brand.

Insights

  • Music, particularly P-pop, is an effective engagement tool for campaigns targeting young Filipinos, as demonstrated by the use of ALAMAT and the “Happymess Anthem.”
  • The “Happymess” concept taps into a relatable cultural insight: the kitchen is the center of Filipino gatherings, where spills are a natural byproduct of shared joy.
  • Transforming chores from a “dread” to a “fun and meaningful act of love” is a powerful way to reposition a hygiene brand.
  • Interactive zones (AR games, human claw machine) are crucial for creating an immersive, memorable festival atmosphere that generates organic content.
  • The use of multilingual P-pop group ALAMAT, known for integrating Filipino cultural pride, aligns with Cheers’ identity as a proudly Filipino brand under SCPA.
  • The event’s timing just before the height of the Christmas holiday season is strategic, as this is the peak time for kitchen activity and family gatherings.
  • The event’s success confirms the brand’s belief that consumers want to celebrate the “real, unscripted moments that matter” in their daily lives.
  • Cheers is diversifying its marketing mix by moving beyond traditional advertising to high-touch, experiential marketing.

Conclusion

The inaugural Cheers Kitchenpalooza, headlined by P-pop sensation ALAMAT, was a resounding success, effectively bringing the “Cheers to Happymess” campaign to life. By transforming the simple act of cleaning into a joyful, music-filled celebration, Cheers cemented its role as more than just a kitchen hygiene partner. The event, filled with interactive games and performances, successfully highlighted the brand’s message that mess is proof of life being lived together, making kitchen clean-ups a fun and meaningful part of the Filipino household experience, especially as the festive season begins.

Key Phrases

  • Cheers Kitchenpalooza
  • P-pop group ALAMAT
  • Cheers to Happymess campaign
  • Happymess Anthem
  • SM Mall of Asia Music Hall
  • Filipino kitchen hygiene brand
  • Kitchen chores fun
  • SCPA Cheers
  • Taneo ALAMAT
  • Interactive AR games

Best Hashtags

  • #CheersToHappymess
  • #CheersKitchenpalooza
  • #ALAMAT
  • #PPop
  • #FilipinoKitchen
  • #HomeHygiene
  • #MessIsMemories
  • #MusicMakesItFun
  • #SCPA
  • #MOAEvent

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