Abstract: An apparatus is disclosed for dispensing discrete lengths of a double-coated adhesive tape onto a substrate. The device has a housing with one open side. An applicating drum with a plurality of flat applicating surfaces disposed about its circumference is rotatably mounted inside the housing near one end. A roll of double-coated adhesive tape is supported in the housing, the tape being pulled off the supply roll as the drum rotates. A base is attached to the housing extending along the open side of said housing and has an opening through which an applicating surface can pass. Means rotate the applicating drum upon movement of the housing toward and away from the base to bring an applicating surface bearing double-coated tape into an applicating position where the cutting means sever a short length of the double-coated tape and transfers the tape to a substrate.