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 headlines Cheers to Happymess,  a new campaign that redefines kitchen mess as something worth celebrating — a proof of moments shared, meals cooked with care, and memories made at home. From flour-dusted counters to sticky plates after a family gathering, Cheers wants Filipinos to see these not as chores to dread but as reminders 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. The official music video premieres on July 4 across Cheers’ Facebook, Instagram, TikTok, and YouTube pages.

"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.

For updates and to watch the campaign video, visit https://www.facebook.com/CheersPh.