An apparatus and method are provided for conforming a label to the contour of a container. The apparatus includes a conveyor configured to move the container along a travel path, a heat source positioned along the conveyor and configured to heat at least a portion of the label to a sufficient temperature to achieve a sufficient degree of plasticity as the container moves along the travel path, and a mechanical pressure applicator positioned along the conveyor downstream from the heat source. The mechanical pressure applicator is configured to apply pressure to at least a portion of the heated label to conform it to the contour of the container as the container moves along the travel path. The method includes heating at least a portion of the label to a sufficient temperature to achieve a sufficient degree of plasticity, and applying mechanical pressure to at least a portion of the heated label to conform it to the contour of the container.