Does Skittles owe anybody anything for dubious publicity?

Martin had purchased the candy and the beverage and was on his way home when an altercation with neighborhood watch captain George Zimmerman ended with Martin’s being fatally shot. The case has drawn national attention. Filmmaker Spike Lee encouraged Million Hoodie March participants to send bags of Skittles to the Sanford, Fla., police chief calling for justice.

Now those brands are facing some negative attention.

Specifically, some are saying Skittles has benefitted from extra publicity in light of the story. BuzzFeed has a collection of tweets to that end. Many are calling for the brands to make sizeable donations in Martin’s name and come out in favor of Zimmerman’s arrest.