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Nehi was introduced in 1924 by Chero-Cola/Union Bottle Works, founded by Claud A. Hatcher, a grocer from Columbus, Georgia.
The soda was created to offer a broader variety of flavors beyond the company's existing ginger ale and root beer products.
The name "Nehi" was chosen to remind customers that it came in "knee-high" tall bottles, and the brand quickly became so popular that the company changed its name to the Nehi Corporation in 1928.
Nehi demonstrated remarkable resilience during the Great Depression, weathering a significant $1 million drop in sales in 1930.
Despite this setback, the company not only survived the economic downturn but eventually rebounded and flourished, showcasing its adaptability in challenging times.
Nehi's early 20th-century advertising cleverly used a provocative logo featuring a seated woman's legs with visible stockings up to the knee, emphasizing the "knee-high" pronunciation of the brand name.
A more daring Midwestern version of the logo depicted a single, disembodied thigh-high leg without a skirt.
This risqué advertising imagery later inspired the iconic "Leg Lamp" featured in Jean Shepherd's stories and the beloved movie "A Christmas Story”.
In the 1940s, Nehi elevated its marketing strategy by enlisting popular celebrities of the era to endorse its products.
Notable stars such as Bing Crosby, Joan Crawford, and Bob Hope lent their fame and appeal to promote Nehi's line of soft drinks, significantly boosting the brand's visibility and popularity.
Nehi's marketing efforts in the late 1940s showcased the company's savvy use of celebrity appeal, with Hollywood icon Hedy Lamarr gracing their point-of-purchase advertising signs in 1947.
The brand further expanded its reach by partnering with Robert Ripley, who promoted Nehi on his popular radio show "Ripley's Believe It or Not!".
Nehi soda achieved enduring pop culture status through its association with the beloved character Cpl. Walter "Radar" O'Reilly in the hit TV series M*A*S*H.
Radar's well-known fondness for Grape Nehi not only provided a memorable character trait but also served as free advertising.
At one point, Nehi offered more than 10 flavors, including unusual ones like Dr. Nehi, Nehi Chocolate, and Nehi Blue Cream.
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The company behind Nehi underwent multiple identity transformations throughout its history, reflecting its evolving product focus and market success.
Beginning as Chero-Cola/Union Bottle Works, it rebranded to Nehi Corporation following the popularity of its Nehi sodas, and later became the Royal Crown Company after the success of its RC Cola brand.
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