A polylaminated, waterproof, thermally-sensitive
label has a waterproof base that is
adhesive on its outer surface and printable on its inner surface; an advertising image printed on the inner surface; a printable covering that overlays the advertising image; a layer of thermochromic ink on the printable covering such that the thermochromic ink is opaque at
room temperature but is translucent at increased temperature; and a waterproof layer designed to
overlay and protect the thermochromic ink. The labels are designed to fit within the confines of a urinal and to act as a target for the user. The labels are easily applied and removed and are intended for use in moist or wet environments. Also disclosed is a method of advertising. The method includes providing a
label comprising a plastic layer that is
adhesive on one surface and printable on its second surface; an advertising image or slogan printed on the second surface, a printable covering that overlays the advertising image, a layer of thermochromic ink such that the thermochromic ink is opaque at
room temperature but is translucent at increased temperature, and a waterproof layer designed to
overlay the thermochromic ink; placing the
label on
exercise equipment or on food boxes, where its display can change with the desired temperature; and replacing the label periodically to coincide with new promotional messages.