The scandal was quickly tagged "bendgate" on social media sites and brands were quick off the mark with responses.
KitKat is unexpectedly leading the pack with its tweet, "We don't bend, we break."
The tweet was created by KitKat's agency JWT London and has more than 7,000 retweets.
Coincidentally, KitKat shares its name with the latest version of Google's Android.
LG also jumped on the bandwagon, flagging its own intentionally bendy smartphone.