Have you figured it out? Thirteen-year-old Trayvon Martin purchased both of these items shortly before he died in a shooting walking home outside of an apartment.
Skittles and Arizona Iced Tea got caught up in the scandal because they did nothing about the matter. They were criticized for how they handled the matter. In the light of the situation, both brands released statements explaining that they were saddened by the incident and offered their condolences.
The public has said that Skittles and Arizona should donate a share of their profits to Martin’s family or create a scholarship fund under his name. Neither of them gave their profits away, but instead promoted the Million Hoodie March and told the nation to, “Send bags of Skittles to the Sanford Chief of Police, demanding that George Zimmerman be brought to justice.”
People shamed both brands for how they behaved, and shared their opinions about the incident using social media via Twitter. They were upset because they were profiting from the situation and yet doing nothing about it. Skittles and Arizona explained that it would be “inappropriate” for them to get “involved.” Here’s the thing, they were already involved.
Public relations wise, I think that both brands should have done more or at least said more. I understand that they didn’t want to get involved because it was a national case and were afraid it would affect their sales, but show some sympathy. This was an unarmed kid who was killed. Skittles and Arizona must have known that the nation was outraged with the way they were behaving yet did nothing. The public’s opinion of them was unfavorable, but people continued buying their products to support Martin. The brands gained from this case; the least they could do is give to his family. If not them, then a scholarship fund under his name. Both of them should have showed some kind of compassion.
What do you think? Should Skittles and Arizona been more proactive on helping Martin’s family?