Abstract: A method and apparatus is disclosed for the labeling of soft-surfaced disposable cups--particularly those having a tapered or frustum shape--with a thin paper label (32) which provides decoration and structural rigidity to the cup. The label is cut between a die roller (30) and anvil roller (31) from a web (28) of paper having a coating of heat activable adhesive on one side, and the cut label (32) is laid on the rotating surface (37) of a vacuum drum (36). Vacuum ports (113) in the anvil roller (31) and ports (157) in the vacuum drum hold the label on the surfaces of the roller and drum during rotation. The label is heated while on the rotating vacuum drum (36) to activate the adhesive, and an indexer plate (42), having a plurality of cup holding mandrels (41), indexes a mandrel (41) holding a cup (46) into a position in which the rotated cup contacts the heated label and draws it off of the surface of the vacuum drum.