Alamat Finds Music in the Mess with Cheers to Happymess Campaign

Cheers taps ALAMAT as the first-ever brand ambassador to reimagine kitchen mess at home!

 P-pop group ALAMAT is bringing 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 leads the Cheers to Happymess campaign, which aims to give off a message that kitchen mess is not just clutter, but proof of shared moments, lovingly prepared meals, and memories made at home. From flour-dusted counters to post-feast dishes, Cheers encourages Filipinos to see the mess not as a chore, but as a beautiful reminder 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.

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. 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. – Alvin Mendaros, Brand Manager of Cheers

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Alamat x Cheers

Known for fusing modern pop with a strong sense of cultural identity, the six-member group ALAMAT is celebrated for their multilingual lyrics and performances that proudly showcase Filipino roots. Similarly, Cheers embodies that same local spirit — a trusted presence in Filipino households with its wide range of kitchen and home essentials, from paper napkins and tissue to dishwashing liquids and disinfecting wipes.

According to Mendaros, ALAMAT’s deep connection with today’s generation — from students and young professionals to young families — makes them the perfect partner. The collaboration blends music, culture, and the everyday moments that unfold in the kitchen, often considered 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.

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Press Release