As an online activation campaign idea, William Lawson’s would invite the public to become a Highlander, regardless their background or nationality. To become a Laird (a Lord or Lady of the Highlands), you must be part of a Clan, have your own tartan or escutcheon made, and own a piece of land.
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By loggin into the WL website, you can have your Clan-name and escutcheon made only by filling in your name, sex, profession & number of familymembers. But before you can call yourself a Laird, you should own a property, which can be yours after filling in the code found on your William Lawson’s bottle. The more bottles your purchase, the bigger your property will grow.