How Trayvon's murder is affecting Skittles and Arizona Iced Tea

I don't know if everyone has heard the story of a 17 year old, African American boy named Trayvon Martin but a February 26th, Trayvon went to the store to pick up his brother up some Skittles and Arizona Iced Tea. After the boy left the store, a neighborhood watch person named George Zimmerman called the police to report that he saw a suspicious looking person (Martin) wearing a hoodie walk out of a convenient store and down the street. The police told Zimmerman not to do anything and that they would handle it, but Zimmerman didn't listen and followed Martin anyway. After a while Martin noticed he was being followed so he turned around and punched the guy in the face and as a reaction Zimmerman pulled out a gun and shot Martin to death. There has been a lot of controversy about this case ever since it happened.
The reason I bring this up is because I read an article saying that people think that the Skittle and Arizona Iced Tea companies should do something about the case because they are getting free publicity from it. For example, protesters are holding up signs displaying the brands to represent what happened. Now people think that they should do something to help Martin's family because they are getting free advertising. On the other hand, it's not these companies faults for what happened, it was something totally out of their control, and they even publicly expressed their condolences, what else could they do. So what do you think? What should the Skittles and Arizona Iced Tea companies do in this situation?