CinemaBravo

P-pop sensation ALAMAT teams up with Filipino kitchen hygiene brand Cheers to transform everyday household mess into joyful moments through the brand’s latest campaign, Cheers to Happymess.

Announced on July 4, 2025, the partnership marks a milestone for both ALAMAT and Cheers, as the group becomes the brand’s first-ever ambassadors. Cheers, a homegrown brand under Sanitary Care Products Asia, Inc. (SCPA), aims to change the way Filipinos perceive kitchen mess — not as something to stress over, but as a reflection of love-filled meals, family bonding, and shared memories at home.

Central to the campaign is the Happymess Anthem, an original track brought to life by ALAMAT’s signature fusion of pop and traditional Filipino sounds. With upbeat rhythms and infectious energy, the anthem encourages a fun and lighthearted approach to cleaning, showing how even simple chores can become moments of joy when shared with loved ones.

The official music video, which showcases scenes of family gatherings and lively kitchen clean-ups, debuts across Cheers’ social media platforms — Facebook, Instagram, TikTok, and YouTube — on July 4.

“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.