Boy Band ALAMAT joins Cheers in celebrating joyful kitchen chaos

Cheers, a Filipino kitchen hygiene brand under Sanitary Care Products Asia (SCPA), has announced a strategic partnership with rising Filipino boy band ALAMAT. With the "Cheers to Happymess" campaign, the brand champions joyful imperfection, spotlighting the stories behind every spill, splatter, and sticky pan.

Known for their unique fusion of modern sound and Filipino heritage, ALAMAT has carved out a space in the local pop landscape that resonates beyond music. Their visual identity, multilingual lyrics, and regional pride have established them as voices of modern Filipino identity - echoing Cheers' own desire to remain proudly local.

"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," the brand shared in a statement. "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."

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The campaign echoes a larger cultural current: a generational move away from polish and toward lived, imperfect truth. ALAMAT, with their grounded authenticity, brings that current into sharp focus.

The music group's energy and relatability are precisely what the brand was seeking. "Just like Cheers, ALAMAT embraces every moment with authenticity - whether messy, meaningful, or both," the company noted. "Because let's face it: cleaning up is more fun when there's great music and even greater company."

Cheers' involvement goes beyond poster-boy status. They've lent their voices to the Happymess Anthem - a spirited jingle designed to turn cleaning into something kinetic. Anchored in data from a 2018 Sage Journal study that found music improves motivation during household chores, the track uses rhythm as a behavioural nudge.

Formed in 2020, ALAMAT is a six-member Filipino boy band made up of Taneo, Mo, Jao, Tomás, R-Ji, and Alas. Hailing from different regions across the Philippines, the group is known for performing in multiple local languages.

Cheers is SCPA's kitchen hygiene line, designed for everyday messes and clean-ups. Its product range includes napkins, tissues, storage solutions, disinfecting wipes, dishwashing liquids, and disposable plates.

SCPA was founded in 1996 to offer safer paper products made from 100% virgin fibre - free from harmful chemicals such as artificial whiteners and elemental chlorine, which were still common in local products at the time. Its portfolio also includes Sanicare, Femme, Tisyu, Naturale, and Jade.

In 2021, to mark its 25th anniversary, the company launched HIIGENE (Human Investment x Impact Grant for Entrepreneurship and Empowerment) in partnership with the AIM-Dado Banatao Incubator, supporting startups with a strong focus on human-centred impact.

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