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Filipino boy band ALAMAT, together with Cheers, bring the heat of the summer season with the brand’s new “Summer Cheers” anthem, which was unveiled as they headlined the ‘Cheers Kitchenpalooza Regional Kickoff’ in Bicol.
Held at Ayala Malls Legazpi on April 18, 2026, the event kicked off the first regional stop of Cheers’ nationwide summer campaign, which brings together music, interactive activities, and community engagement as part of its effort to connect with audiences beyond Metro Manila.
The “Summer Cheers” jingle is the P-pop sensation’s new anthem that captures familiar Filipino summer moments, such as beach getaways, road trips with friends, and casual family gatherings. The song perfectly aligns with the campaign’s core idea of “happymess,” which turns everyday spills, mishaps, and kitchen messes into celebratory, memorable shared experiences.
The event also marked the Cheers’ community of “Messties” having early access to the music video, along with an energetic live performance from the group, who performed fan-favorite tracks and talked about their creative process behind the collaboration.
Apart from this, the event also featured activations and exciting activity zones such as game booths, craft stations, and immersive setups. The campaign builds on the concept of the “Cheers Total Kitchen Journey,” highlighting how the brand supports different stages of daily routines and gatherings — further framing kitchen messes as experiences rather than inconveniences.
“Summer is an active time 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,” says Alvin Mendaros, Cheers Brand Manager.
“Music has always been a powerful way to connect people to everyday experiences,” says Taneo, the group’s leader. “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.”
Listen to “Summer Cheers” below:
Cheers Kitchenpalooza was first launched in SM Mall of Asia in 2025, which introduced ALAMAT as the brand’s ambassadors. It positioned as a full-scale “kitchen party” experience, with further expansions to other regions nationwide and upcoming legs in the Visayas and Mindanao.