Why Isobar Greece Started Selling Its Own Sunglasses and Coffee
Greece is well known for its sunny climate and café culture. It's not necessarily known for its side hustles. In Athens, though, Isobar is making the most of strong sun and stronger coffee by starting up two new businesses on the side: sunglasses brand We Are Eyes and a coffee shop called The Side Project.
This is driven by a desire to understand on a smaller scale the production and marketing challenges faced by Isobar's clients - which include Mondelez, L'Oréal, Heineken, Vodafone and Nestlé - more than it is about bringing in alternative revenue streams.
Read the full story in Ad Age.