Abstract: A label assembly includes concealed promotional material, and is secured to the product package with the assembly including water-soluble adhesive. The promotional material may be in the form of a "cents-off" coupon or a scratch-off lottery-type game piece. The use of water-soluble adhesive deters tampering prior to purchase of the product, and the coupon or game piece is subsequently exposed when the water soluble adhesive is washed away. The label assembly may include either one, two, or three layers, with the lowermost label being secured to a backing strip or web preparatory to application to the product. When a single layer is employed, it is opaque, and the promotional material is on its lower surface. In a three-layer unit, the game piece may be sandwiched between an outer label having water-soluble adhesive, and the base label which is provided with permanent pressure-sensitive adhesive.