Several of them seem to be mentioning Skittles to build their own 'brand' - online persona/spamming/looking cool/etc

I'm really not sure having your brand associated with spam/abuse/people trying to say idiotic+offensive things, is a good idea personally. It's like a massive bait to get people to abuse your product.

The google serps are already filling up with links between "skittles" and random abusive offensive stuff.