While growing up in New York City, NY, USA, in the 1970s, Keith Wailoo could not avoid noticing giant billboard advertisements promoting menthol cigarettes. “I was surrounded by an aggressive promotion of menthol tobacco aimed at Black Americans in urban areas”, says Wailoo, the Henry Putnam University Professor of History and Public Affairs at Princeton University, NJ, USA. The saga of menthol tobacco is documented in Wailoo’s book Pushing Cool: Big Tobacco, Racial Marketing, and the Untold Story of the Menthol Cigarette.