Construct Education is becoming OES. New name, same team, and same commitment to online learning excellence.
Construct Education is becoming OES. New name, same team, and same commitment to online learning excellence.
In 2021, Heineken put the world first with its Brew a Better World strategy, committing to carbon neutrality in production by 2030 and across the value chain by 2040. In Spain alone, the company restored over 2.2 billion litres of water to local ecosystems in 2024. With real progress underway, the next step was clear: turn that ambition into a global communications directive. They turned to OES for help.
By updating and reinforcing its Green Claims Policy, Heineken was going above and beyond a mere revision of internal guidelines. It was launching a global cultural shift. This case study explores how OES partnered with Heineken to develop the learning materials for a new sustainability training program and roll out the strategic messaging and communications framework that embeds the policy’s values across its global operations.
As OES’s first project with Heineken, the Green Claims initiative marked a bold step in elevating environmental accountability and brand integrity. It was a chance to do more than teach. It was an opportunity to inspire.
At the heart of the Green Claims project was a deceptively simple goal: educate Heineken’s operating companies (OpCos) about a new policy on environmental marketing claims. But this goal carried several complex layers. The company wasn’t just introducing new rules; it was transferring the responsibility for green messaging from the global team to the regional OpCos. As a result, the training had to go beyond simple information-sharing. It needed to inspire ownership, elevate standards, and unify diverse teams under a shared mission.
Heineken’s challenge to OES was to communicate the Green Claims shift internally with clarity and consistency. OES was also tasked with developing a bold, engaging tagline and messaging strategy that would capture the essence of the training and rally global participation.
Heineken’s 80-plus OpCos pride themselves on their independence, tailoring the brand to resonate locally and compete effectively in diverse markets. That autonomy, while key to the company’s global success, posed a real challenge for OES: how to unify messaging without diluting regional identity.
OES approached the project through two tightly integrated workstreams: learning design and brand-aligned messaging.
The training materials included:
The standout innovation was the fully animated promo video. Featuring the “Green Claims Hero,” the video used character-driven storytelling to make policy concepts engaging and memorable, particularly important for a globally diverse workforce. To support localization without sacrificing brand consistency, the slide decks were developed with adaptable design elements.
OES developed a complete tagline and messaging framework alongside the learning tools to support internal communications. The messaging emphasized empowerment, ownership, and excellence. Our marketing team wanted the tone to be confident and aspirational, moving beyond compliance to cultural leadership.
The messaging casts the departments as “centres of excellence,” celebrating their autonomy and positioning them as leaders in shaping the company’s sustainability narrative. Statements like “Every claim we make” and “Green Claims Guru” were designed to resonate with regional teams, positioning the policy as a roadmap for credibility.
The project evolved through four coordinated phases:
Throughout, OES collaborated closely with the Heineken team to ensure every touchpoint supported learning outcomes and cultural buy-in.
The final assets achieved more than functional training—they catalyzed culture change:
Feedback was glowing. In post-launch calls, the Heineken team praised OES’s clarity, speed, and organization, highlighting how the team “delivered what was needed, when it was needed ” and was “more organized than other vendors.”
Heineken’s Green Claims initiative is a blueprint for brand-aligned sustainability education. OES’s work led to a shift from centralized rule enforcement to a focus on decentralized excellence.
With our shared commitment to authenticity, innovation, and trust, this project laid the foundation for an impactful partnership.
"Partnerships for program development can feel transactional, but Construct is truly an augmented team at every level. Our faculty have confidence that their courses will feature quality in the design and consistency in the overall student experience. Likewise, our Digital Learning staff appreciate the Construct team’s expertise and reliability throughout our projects."
Construct’s optimized course design services empower institutions to elevate their online offerings. Through strategic customization and cohesive branding across multiple courses, institutions gain scalability, accessibility, and inclusivity. Construct’s expertise enables universities to deliver impactful, engaging courses that enhance students’ educational experiences.
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