Legazpi City, Philippines — This summer, things are about to get a little messier—in the best way possible!  

Cheers brought its much-anticipated Kitchenpalooza to Bicol, marking the regional launch of its newest campaign, Summer Cheers, in a celebration filled with music, moments, and happy messes. 

Held last April 18, 2026 at Ayala Malls Legazpi Activity Center, the event gathered media, influencers, and fans for a full-day experience that blended entertainment, interactivity, and brand storytelling into one unforgettable kitchen party. 

Cheers to the Summer! 

Following the success of last year’s Cheers to Happymess campaign, which encouraged Filipinos to embrace the fun and chaos of everyday life, Cheers is turning things up a notch this 2026. 

This year, happy messes will continue to take center stage. 

Instead of simply being part of the moment, spills, splashes, and playful chaos are now given personality, transforming them into joyful reminders of the experiences that matter most.  

With the Summer Cheers campaign, the brand captures the essence of the season: spontaneous road trips, beach days, barkada hangouts, and impromptu house parties—where the fun is real, and the mess is part of the memory. 

Whether you’re out exploring or staying in this season, Cheers is there every step of the way! 

A Regional Celebration of Music and Moments 

Kitchenpalooza first launched in Manila as the ultimate kitchen party, combining music, games, and interactive experiences to bring the Happymess spirit to life. Now, the brand is taking the party to other parts of the Philippines.  

The Bicol leg was the first of several stops across Luzon, Visayas, and Mindanao, as Cheers expands its reach and connects with more Filipinos nationwide. At the heart of the celebration was a major highlight: an exclusive early screening of the Summer Cheers jingle music video, ahead of its official online release.  

Adding to the excitement, P-pop group ALAMAT, the brand’s ambassadors, performed the new jingle live for the very first time, creating a one-of-a-kind moment for fans and attendees. With its upbeat rhythm and playful vibe, the song becomes the soundtrack to summer, celebrating carefree moments with friends and family, without worrying about the cleanup. 

Watch the music video here!

Not Just Another Party: An Immersive Brand Experience 

As always, Cheers brought the fun to guests by having them explore a variety of interactive zones and activities designed to turn everyday kitchen moments into playful experiences. From creative stations to game booths, every corner reflected the brand’s message: that mess is something to celebrate. 

Highlights included: 

• A Plinko-style game where guests won prizes  

• A giant claw machine for exciting product grabs  

• A custom apron craft station for personalized keepsakes  

• A photo area that captured fun, messy memories  

• An AR challenge where participants caught Cheers products in real time  

Each activity reinforced how Cheers supports consumers throughout the entire journey—from preparation to clean-up—making every moment easier, more convenient, and more enjoyable. 

Bringing Cheers Closer to Filipinos 

With Kitchenpalooza Bicol, Cheers continued its mission to bring its Happymess vibes closer to communities across the country, strengthening its presence while building meaningful connections with regional audiences, media, and creators.  

More than just an event, it was a celebration of real life. After all, some of the best moments are often the messiest ones. 

And this summer, Cheers is here for all of it. 

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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 [email protected] (for corporate inquiries) or [email protected] (for consumer feedback).