Abstract: An apparatus and a method for applying permanent indicia, such as numbers representing calendar dates, on surface portions of plastic containers, such as containers for holding milk. The apparatus includes a heated die and an inked web mounted on a support plate in positions to cause the indicia-forming elements on the die to engage and force a portion of the web into intimate contact with a flat surface portion of a container. The die effectively brands the container and the ink on the web portion is transferred into the branded portion of the container to render the branded portion readily observable. The containers are moved incrementally past the die and web portion by a conveyor. A container holding device is mounted in a fixed location on the opposite side of the conveyor aligned with the die so that each container is held against lateral movement as the die forces the web portion into contact with the surface of the container to be branded.