The British Society for the History of Science included Keith Wailoo's book about menthol cigarettes and targeted racial marketing in their shortlist for the Hughes Prize. The prize is awarded every two years to the best book in the history of science that appeals to a wide audience.

Pushing Cool: Big Tobacco, Racial Marketing, and the Untold Story of the Menthol Cigarette reveals how the twin deceptions of health and Black affinity for menthol were crafted—and how the industry’s disturbingly powerful narrative has endured to this day.