TAGUIG CITY, PHILIPPINES – Cheers, a proudly Filipino kitchen hygiene brand under Sanitary Care Products Asia Inc. (SCPA), officially introduces its first-ever brand ambassadors: the rising P-pop group ALAMAT.  

This exciting collaboration comes as part of Cheers’ latest campaign, “Cheers to Happymess” — a celebration of joyful chaos in the kitchen and the love behind every mess. 

A New Way to Look at Mess 

For most, mess in the kitchen is something to dread — spills, splatters, and dirty dishes all feel like obstacles to overcome. But Cheers believes mess is something to be proud of. It’s proof of care, and shared experiences. Whether you’re whipping up a quick meal for the family or baking with friends, every mess tells a story. 

With “Cheers to Happymess,” the brand repositions cleaning from a boring chore to a fun and meaningful act of love. The campaign encourages everyone to embrace the mess, clean joyfully, and even dance through the process. 

This reimagining of everyday clean-ups called for a fresh, energetic voice to lead the celebration — someone who could bring life, music, and authenticity to the message. That’s where ALAMAT comes in. 

Meet the New Mesties! 

To kick off Cheers’ exciting campaign, the brand welcomes ALAMAT as its first-ever brand ambassadors. As one of the most groundbreaking P-pop groups in the country, ALAMAT is known for fusing modern sound with deep pride in Filipino culture, representing the new generation’s energy, heart, and Pinoy pride.  

Their vibrancy, creativity, and relatability make them the perfect fit for a campaign that redefines mess as something fun and worth celebrating. Just like Cheers, ALAMAT embraces every moment with authenticity — whether messy, meaningful, or both.   

Because let’s face it: cleaning up is more fun when there’s great music and even greater company. 

Let’s Celebrate the Mess 

A 2018 study from Sage Journal reports that many people listen to music while cleaning to lift their spirits. It’s a simple way to make a tedious task more energizing and enjoyable. This insight served as the driving force behind Cheers’ official jingle Happymess Anthem.  

Performed by ALAMAT, the anthem is an upbeat and catchy tune that makes you want to move — even while wiping down counters or mopping a spill. By combining the band’s infectious rhythm with Cheers’ fun-loving spirit, the jingle transforms clean-ups into something you’ll actually want to do.   

So, turn up the volume and celebrate every kitchen moment — the good, the messy, and everything in between. 

Cheers to Happymess! 

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ABOUT CHEERS 

Cheers is a dynamic brand dedicated to enhancing the culinary experience and making cooking more enjoyable. With a focus on innovation and quality, Cheers offers a range of kitchen essentials designed to simplify tasks, elevate flavors, and create more memories in the kitchen. 

For more information about Cheers or other SCPA brands, send us an email at corporate@seo10142024.scpa.oomdcstaging.com (for corporate inquiries) or wecare@sanicare.com.ph (for consumer feedback).