No Purple Zugspitze After All | Germany| News and in-depth reporting from Berlin and beyond | DW | 19.07.2004
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No Purple Zugspitze After All

Kraft Foods has abandoned plans to illuminate Germany's highest mountain, the Zugspitze, in the purple color associated with its chocolate brand, Milka. Kraft had wanted to light up the 2,962-meter (9,718-foot) peak in Bavaria with more than 100 high-powered floodlights in the hope that the publicity would raise awareness for its environmental conservation efforts. Local opposition politicians and conservation groups such as the German Alpine Club were against the planned 15-minute lighting, calling it a commercialization of nature. "Without broad support for this event, we do not want to pursue its implementation anymore," said Stephan Becker-Sonnenschein, spokesman for Kraft's German unit.

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