Abstract: The present invention provides a non-round container labeling machine and corresponding method. In one embodiment, the present invention provides a labeling machine for applying a label to a non-round container or article where the non-round article has a series of corners located about its surface. The labeling machine according to the present invention includes a rotatable vacuum drum, the drum including engaging means for rotatably engaging the corners of the non-round articles. The labeling machine includes a label associated with the engaging means and a resilient roll on pad means. The labeling machine further includes means for rotating the non-round article between the drum and roll on pad means wherein the engaging means engages a first corner to rotate the article between the drum and the pad means such that the drum generates a torque which rotates the article as the drum rotates and which compresses the roll on pad means such that the pad means stores compressed torque energy.