Summer heats up in Bicol as P-pop sensation ALAMAT headlined the regional kickoff of Cheers Kitchenpalooza in Bicol, unveiling the brand’s new “Summer Cheers” anthem through a live performance and exclusive first screening of its music video ahead of its official online release.
Held at Ayala Malls Legazpi, the event marked the first regional stop of Cheers’ nationwide summer campaign, bringing together music, interactive activities, and community engagement as part of its push to connect with audiences beyond Metro Manila.
At the heart of the campaign is the “Summer Cheers” jingle, a pop track performed by ALAMAT that captures familiar Filipino summer moments, from beach trips and road adventures to casual gatherings with friends and family, reflecting the campaign’s core idea of “happymess,” which reframes everyday spills and kitchen messes as part of shared, memorable experiences worth celebrating.
Cheers’ community of “Messties” was given early access to the music video before its digital release, followed by a live performance by ALAMAT, who also performed fan-favorite tracks and shared insights into the creative process behind the collaboration.
The event featured interactive on-ground activations and activity zones designed to mirror the campaign theme, including game booths, craft stations, and experiential setups that encouraged participation and reinforced the brand’s positioning around everyday kitchen moments
The campaign builds on the concept of the “Cheers Total Kitchen Journey”, which highlights how the brand supports different stages of daily routines and gatherings, from cooking and hosting to post-meal clean-up, positioning kitchen messes as part of the experience rather than an inconvenience.
Alvin Mendaros, Cheers Brand Manager, shared that the campaign reflects the realities of Filipino households during the summer season, “Summer is an active season for Filipino households, where shared meals and gatherings create everyday moments at home. Through the Summer Cheers campaign, we want to show that kitchen moments–often seen as messy—are actually part of happy experiences. This year’s regional rollout further strengthens our connection with consumers by bringing the campaign closer to where these moments naturally happen,” he said.
For ALAMAT, the collaboration highlights music’s role in translating everyday experiences into something more relatable and communal. “Music has always been a powerful way to connect people to everyday experiences. With Summer Cheers, we wanted to transform familiar, unfiltered summer moments into something people can truly feel and relate to–whether it’s time with friends, family, or spontaneous celebrations,” said Taneo, ALAMAT’s leader.
First launched in Manila in 2025, Cheers Kitchenpalooza introduced ALAMAT as the brand’s ambassadors and positioned the event as a large-scale “kitchen party” experience. This year, the campaign expands to key regions nationwide, signaling a broader effort to engage local communities, including upcoming legs in the Visayas and Mindanao.
The “Summer Cheers” jingle was made available on Spotify, while the official music video premiered across Cheers’ Facebook, Instagram, TikTok, and YouTube pages. For more information about Cheers, visit facebook.com/CheersPh.
