A cool and brilliant example of what cultural history can be. Wailoo expertly juggles many topics and concepts, weaving them together and aptly demonstrating how they leveraged and borrowed from one another, leaning into the intersections of race, capitalism, and marketing.

I've been working on tobacco policy for 15 years, and can say that Keith Wailoo's book Pushing Cool is very impactful. The amount of time and research that went into this book is unparalleled. It paints a grim and accurate picture of the tobacco industry. An important read for anyone starting in tobacco policy and public health advocacy more broadly. Thank you to NetGalley, the author, and publisher for an advanced reader copy of this book for an honest review.

"As I looked closely into the industry's menthol project, I came to understand that menthol's history is layered with trickery that takes one's breath away - both figuratively and literally. I also came to see menthol's ascent as exemplary of the broader story of racial capitalism in America".

Holy moly. Keith Wailoo presented what can best be described as an incredibly coherent, well-researched history into the entire sordid history of the history of cigarettes, marketing-funded research and the racial background behind menthol cigarettes explicitly aimed at the poorer, black communities in the USA. It's like a dissertation, but way more engaging, frustrating and with a bunch of WTF moments (and imagery).

I found myself physically repulsed, verbally expressing disgust and rolling my eyes repeatedly. This is the impact of strong writing and a real first look into something my family have been personally affected by, but I've never bothered learning more about. The primary focus is the black community and menthol cigarettes, but don't be fooled. It covers Big Tobacco in general, every possible player in this dark game and the sordid lies and deceit carried out in knowingly promoting menthols as 'non-toxic' in-spite of contrary evidence.

I've wondered so many times why smoking is not only legal, but so prominent globally and this book has more answers than I could have wished for. US influence, especially in the 1900's, was so prominent that such an industry could thrive and spread internationally, with the impacts still felt today.

Thank you, Keith. I hated every single thing I read, but I couldn't put the book down and I believe it's an essential read for all.

Thank you to NetGalley for the ARC.