P-pop group ALAMAT graces Cheers’ latest campaign, focusing on celebration of shared moments

Manila, Philippines – Filipino kitchen hygiene brand Cheers has tapped P-pop group ALAMAT as its first-ever brand ambassadors, unveiling a new campaign that turns household mess into a celebration of shared moments.

The initiative, titled “Cheers to Happymess,” encourages Filipinos to view kitchen spills, crumbs, and post-meal cleanups not as chores but as reminders of family connection and everyday life.

At the heart of the campaign is the “Happymess Anthem,” an upbeat track performed by ALAMAT. Known for its genre-blending sound and multilingual lyrics, the six-member group infuses the campaign with lively energy, aiming to make routine tidying more enjoyable. 

The official music video debuted on Cheers’ social media platforms, including Facebook, Instagram, TikTok, and YouTube.

“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.”

He also added that 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 ‘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,” he explained.

Cheers, a brand under Sanitary Care Products Asia, Inc. (SCPA), has long been a staple in Filipino households with its range of kitchen essentials, including napkins, tissues, storage bags, disinfecting wipes, dishwashing liquids, and disposable plates. 

By partnering with ALAMAT—whose music highlights Filipino pride and cultural identity—the brand seeks to resonate with younger audiences while reinforcing its message that even life’s small messes can bring people closer.