King Digital’s latest game Candy Crush Soda Saga is certainly making waves on the mobile front, and the publisher isn’t holding back when it comes to providing it with, ahem, sweet promotion.

The company celebrated the launch of the game with celebrity events in both New York and London, including a parade down Broadway in Manhattan with 20 giant Candy Bear floats and waves of purple soda, according to VentureBeat.

In addition various New Yorkers with candy helmets, along with a soda-drenched taxi, a Candy-based hotdog cart, and others in costumes roamed the streets in New York. Molly Sims, an actress who’s also an avid Candy Crush Saga fan, also took part in the festivities.

“New York is such a great setting to celebrate the launch of Candy Crush Soda Saga,” said Alex Dale, chief marketing officer at King, in a statement. “It is a perfect backdrop to bring to life the key elements of the new game, Candy Crush Soda Saga — Soda, Candy Bears, color, magic, and lots of fun! We hope our players are as entertained by it as they are by our games.”

Meanwhile, in London, King had plenty of candy-based items for show as well, including a large illuminated candy bear near the Thames River, right under the Tower Bridge. Recording artist Nicole Sherzinger was in attendance for that event.

This is just the latest promotion for King’s game, as it’s also gotten quite a bit of attention with its Facebook video, as well as a television campaign that’s spreading like wildfire. Of course, considering the company generated $260 million in revenues over the last quarter, it can certainly afford to do so.

And it doesn’t appear to be slowing down anytime soon. With millions of mobile devices expected to be gifted this holiday season, King is likely to continue with Candy Crush Soda Saga‘s promotions for some time to come.