Abstract: A method and apparatus for applying labels in the molds of a plastic blow molding machine of the type wherein a plurality of sets of molds are mounted on a wheel rotatable about a horizontal axis and the molds are moved toward and away from one another to enclose a parison and the parison is then blown to the confines of the cavity between the mold sections which comprises successively die punching labels from a web directly onto vacuum cups and delivering the labels successively between the mold sections by moving the vacuum cups between the mold sections and thereafter moving the cups laterally into the cavities of the mold sections.